Our Story
Cellar Advisor was built by people with careers rooted deep in the fine wine trade, bringing firsthand industry knowledge to everything they do.
THE FOUNDING
ellar Advisor is a specialist fine wine advisory focused on the acquisition and management of fine wine portfolios for private collectors and investors. Established in 2023, the company was created to provide a more structured and transparent approach to building and managing wine collections as long term assets. Through disciplined sourcing, secure storage and portfolio oversight, we support clients in developing carefully curated cellars with a long term perspective.
Cellar Advisor was co-founded in the UAE by Daniel Ward, who brings more than 17 years of experience within the global fine wine market. Having worked across both the merchant and investment sides of the industry since 2009, Daniel has developed extensive expertise in sourcing rare wines, constructing portfolios and advising private clients on long term cellar strategy.
The company was established alongside a co-founder, an entrepreneur and long standing private collector who has been acquiring fine wines for more than a decade. Their combined perspective as industry professional and private collector helped shape the philosophy behind Cellar Advisor.
“We built Cellar Advisor because we believed private investors deserved the same access to the fine wine market that institutions have enjoyed for decades, without the markups, without the opacity, and without the conflicts of interest.”
OUR TEAM
Every Cellar Advisor client is assigned a named account manager, a single point of contact who knows your cellar, your timeline and your goals. The individuals below are who you will be working with.
Co-Founder and Managing Director
Daniel is the Co-Founder and Managing Director of Cellar Advisor, an advisory entity specialising in fine wine portfolio management for private clients, family offices and investors. With more than 17 years of experience in the global fine wine market, Daniel focuses on the acquisition, management and long term optimisation of fine wine as an uncorrelated alternative asset class.
Global Brand Ambassador
Andrew "Beef" Johnston is our Global Brand Ambassador. Beef is one of professional golf's most beloved personalities. A DP World Tour winner and PGA Tour Professional, he has competed in three of the four men's Majors and remains one of the game's great fan favourites. Off the course, Beef's passion for fine wine is something he takes every bit as seriously as his golf. Working closely with Cellar Advisor, he brings that same enthusiasm and approachability to the world of wine, making him the perfect partner to bring our brand to a global audience.
Senior Advisor
Martin has spent 17 years in the UK fine wine industry, working for some of the country's most prominent fine wine companies. He specialises in building and managing collections for high-net-worth individuals, leveraging long-standing trade relationships to provide clients with access to provenance-verified stock at competitive prices.
Non-Executive Advisor
Patrick brings over 40 years of experience in international commerce, including senior management roles at FIS, Barclays Capital and ICAP. In 2017 he pivoted to combine his commercial experience with a passion for fine wine, advising companies across wine tourism, investment and collections.
Head of Trade Sales
Joshua leads purchasing and trade at Cellar Advisor, where he plays a key role in shaping and growing the business. He is a highly regarded fine wine asset advisor with an extensive network of rare fine wine suppliers, built through strong relationships with leading négociants.
Partner, Portfolio Manager
David is a dedicated Portfolio Manager at Cellar Advisor, blending a lifelong passion for fine wine with extensive professional experience. Having called Dubai home for 18 years, he developed a 15-year career as a shipping professional across global markets. At Cellar Advisor, David specialises in crafting bespoke wine collections that balance investment potential with personal enjoyment.
Senior Advisor
Olivia began her wine career in 2017 at Treasury Wine Estates in Melbourne. On returning to the UK she spent six years as a Senior Relationship Manager at a leading London fine wine investment firm, managing £30 million AUM. She specialises in client education, hospitality and stock selection analysis.
Associate
Jordan is a highly accomplished portfolio management professional whose career has been built on a genuine commitment to client excellence and long-term relationship building. He takes a personalised and hands-on approach to designing and managing diversified wine portfolios, collaborating closely with clients every step of the way to ensure each decision reflects their unique financial ambitions.
PARTNERS & ACCREDITATIONS
Liv-Ex
The London International Vintners Exchange is the global marketplace for the fine wine trade. As Liv-Ex members, Cellar Advisor clients benefit from real-time mid-market pricing and access to trade-only allocations.
Visit website →WSET
The Wine & Spirit Education Trust is the world's leading provider of wine and spirits qualifications. Our team holds WSET Level 2 and above, ensuring clients receive advice grounded in technical expertise.
Visit website →LCB Eton Park
LCB Eton Park is one of the UK's premier bonded warehouses, providing climate-controlled storage in clients' own named accounts. Every bottle placed by Cellar Advisor is stored here — fully insured and visit-ready.
Visit website →
Prept
Twisting the lid on cooking skills. Slicing through barriers of healthy interaction with food. Prept gives young people the opportunity to roll up their sleeves and tuck in
Visit website →TAKE THE FIRST STEP
A short conversation is the best way to understand whether Cellar Advisor is right for you. There is no obligation and no fee for the initial consultation.
