Sotheby 's has launched " instant cellars " , a service that allows customers to choose from one of four curated wine bottles priced between $ 5,000 and $ 25,000 , delivered to their door . The move was in response to growing customer demand and Sotheby 's goal of being a " full - service , online wine business " , according to robin Ritchie , Sotheby ’s worldwide head of wine . Sotheby 's opened a retail story in Manhattan in 2010 and another in Hong Kong for years later . Instant cellar includes an advisory service , and Sotheby 's is developing an inventory management system for customers .
Sotheby's has launched "instant cellars", a service that allows customers to choose from one of four curated wine collections costing between $5,000 and $25,000, delivered to their door. The move was in response to growing customer demand and Sotheby's goal of being a "full-service, integrated wine business", according to Jamie Ritchie, Sotheby’s worldwide head of wine. Sotheby's opened a retail story in Manhattan in 2010 and another in Hong Kong for years later. Instant cellar includes an advisory service, and Sotheby's is developing an inventory management system for customers.