Christie’s Charity Wine Auctions. Beyond Material Value: The Cultural, Emotional and Human Power of Wine

In charity auctions, wine is never just something to collect. It becomes an act of social responsibility, something that brings communities together, builds connections, and supports projects that create real impact.

The world of charity wine auctions is a privileged vantage point: here, economic value meets symbolic value, and a product born from the land becomes a vehicle for sustaining people, territories and ideas.

For those who inhabit this world, the line between what is given and what is received becomes subtle, almost invisible. Wine, more than many other collectable assets, carries within it a promise of conviviality — a promise that finds its perfect expression in the atmosphere of a charity auction.

Cristiano De Lorenzo, Managing Director for Italy at Christie’s, experiences two symbolic moments each year: Barolo en primeur, organised by Fondazione CRC Donare, and the Vendemmia di Montenapoleone auction in support of Dynamo Camp. Two very different events, yet united by a shared intention: transforming a bottle into a gesture made for others.

«In Europe, charity wine auctions began in France,» De Lorenzo explains. «In Italy, however, we also have significant charity initiatives linked to wine, the most relevant being Barolo en primeur. Charity auctions conducted by Christie’s often include lots of high-value Italian and international wines. Wine is truly one of Italy’s most prestigious products, appreciated all over the world. I believe it is fitting that it conveys a positive message in support of worthy causes».

It is not simply a matter of market dynamics. Charity auctions reveal emotional and social mechanisms that rarely emerge elsewhere. «The goal for participants is to support a non-profit organisation close to their heart», De Lorenzo continues. «For most of these people, the important thing is to donate. If they also manage to acquire their preferred item, they will go home happy. And wine generally makes everyone happy».

It is a happiness that has little to do with the ownership of a fine bottle and everything to do with the way it will be shared — the moment it will be opened, the memory it will become, the impact it will make. «I think an excellent wine always creates emotion, especially when you imagine sharing it with the people you love».

This is the crucial distinction: wine is not something to be merely admired; it is something to be lived. Even in charity contexts, this convivial nature makes it a powerful medium for raising funds, generating attention, and bringing communities and individuals together who might otherwise never cross paths.

Looking ahead, De Lorenzo sees an increasingly broad ecosystem: «almost all categories are now present in charity auctions. Not only wine but also art, jewellery, watches, handbags, and luxury clothing, design, photography and much more». Yet wine remains one of the most immediate and intuitive cultural languages: a product capable of creating empathy in a single gesture.

A global perspective comes from Tim Triptree, International Director of Wines & Spirits at Christie’s London, who has observed the evolution of the fine wine market for more than two decades. For him, auctions are in constant motion: the geography of collecting has expanded, access has transformed, and buyer behaviour has shifted through digitalisation.

«Wine auctions do evolve, and I have certainly experienced some changes», he explains. «The major changes have been the emergence of Asia and particularly Hong Kong as a hub for fine wine since the removal of import duty on wine in 2008, and a globalisation of the market. Fine wine collectors are based worldwide, and demand for the finest wines is truly global».

Alongside new markets come new generations. «At Christie’s, we are attracting a new generation of wine collectors and have many Millennials as buyers. We have adapted to changes, such as moving most of our auctions online, and this has certainly helped to attract new buyers as clients can bid from the comfort of their own homes».

For Triptree, the significance of charity auctions lies in their purpose. «Charity wine auctions are fantastic events, and not only are collectors able to purchase incredible fine wines and unique experiences, but they are also positively contributing to charitable causes and raising funds». Here, collecting meets responsibility: the act of bidding becomes part of a larger moral gesture.

Storytelling is central to his work. Provenance is not a technical footnote, but the emotional and cultural backbone of a collection. «The compelling stories behind collections need to be told, and especially the provenance details are of fundamental importance». He cites recent milestones: «In June 2025, we had three auctions: The Cellar of William I. Koch: The Great American Collector that achieved USD 28.8 million, 100% sold and 193% of the low estimate. In April 2024, the Le Gavroche sale of exceptional wines from the legendary London restaurant, and in July 2024, the Last Treasures of the Avery Collection, a treasure trove of exceptional wines from one of the UK’s leading wine merchant families».

In the future, Triptree sees strong roots and new paths emerging. «There is certainly interest in sustainability and the impact of climate change». The classic regions still dominate — France, Italy, Spain — but new territories and ambitious producers are emerging with wines capable of entering the highest tier of the market.

Italy, in this sense, stands out: «Italy has become increasingly important at auction, with the wines from Tuscany, particularly the Super-Tuscans such as Tignanello, Ornellaia, Masseto and Sassicaia performing well at auction and the great Nebbiolo wines from Piedmont also doing well». An example? «In 2024 Christie’s was delighted to be entrusted with the sale of exceptional wines direct from Tenuta Tignanello: Finest and Rarest Wines Featuring Tignanello's 50th Anniversary Collection Direct from The Estate, held in London on 27 November 2024, which achieved extraordinary success with 100% of the lots sold. One of the highlights was a 225-litre barrique of Tignanello 2024 that sold for £47,500, well above the pre-sale low estimate of £24,000».

Provenance remains essential. «Provenance is as important as ever, and at Christie’s, we check the provenance details for the fine wines we offer for sale». A reminder to collectors: keep every detail, every document, every trace.

Anche nella trasformazione, un aspetto resta centrale: la trasparenza della provenienza. «La provenienza è più importante che mai, e in Christie’s verifichiamo con attenzione tutti i dettagli relativi ai vini pregiati che proponiamo», sottolinea Triptree, ricordando ai collezionisti quanto sia necessario custodire ogni dettaglio se si intende rivendere i vini in futuro.

In the dialogue between De Lorenzo and Triptree, a truth becomes clear: in charity auctions, wine is not merely a collectable good — it is a social gesture. It brings communities together, builds bonds, and funds projects that look outward.

It invites people to see beyond material value and to recognise the cultural, emotional, and human power contained in a single bottle. And perhaps this is why charity auctions continue to grow: because they tell a story that belongs to everyone.