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From Cellar to Collector: Why We Built CruTrade

My favorite kind of work starts with the same spark: A passionate customer base that’s been overlooked for too long—and is finally ready for something better.

My favorite kind of work starts with the same spark:
A passionate customer base that’s been overlooked for too long—and is finally ready for something better.

That’s exactly what we saw in the world of fine wine.

I’ve spent the last 25 years building brands that connect deeply with the people they serve. From launching digital products for Fortune 100s to leading marketing at two of the fastest-growing blockchains, my focus has always been the same—find where trust is broken, and build something better.

Enter: wine collectors.

Wine people aren’t casual. They’re informed, devoted, and deeply committed to provenance, craftsmanship, and story. But the systems around them? Slow. Risky. Opaque. The result is friction between the people who make great wine and the people who collect it.

So we built CruTrade.
Not just a marketplace—but a platform designed to protect what matters most: authenticity, access, and the legacy behind every bottle.

If you’ve ever tried to buy or sell a collectible bottle, you already know the problem.

  • The fees are outrageous.

  • The wait times are unreasonable.

  • And the risk to the bottle is far too high.

CruTrade was built to fix all of that.

The Problem: A Market That Was Never Built for Collectors

Fine wine is one of the most meaningful luxury assets in the world. But the systems around it treat it like an afterthought.

Collectors face counterfeit bottles, vague provenance, and seller fees as high as 30%. Most platforms require bottles to be shipped just to transfer ownership—putting condition and value at risk.

And producers? They're left out entirely. Their wines often resell for 2–5x the original price, yet they see none of that upside. That disconnect hurts trust and weakens the market long-term.

Our Answer: A New Standard for Provenance

CruTrade is a secondary market for rare wine and spirits where ownership transfers digitally—and the bottle never moves.

We use RFID and blockchain to verify each bottle’s journey and store them in secure, climate-controlled warehouses until they’re meant to be enjoyed. Every transaction is instant, authenticated, and fully transparent.

At launch, we’re unlocking access to the world’s largest repository of tokenized fine wine through our partnership with Crurated—bringing scale, credibility, and trust from day one.

What Makes CruTrade Different

  • Provenance-first. Bottles are tracked from producer to collector to final pour.

  • No unnecessary movement. Wine stays in secure storage. Only ownership changes.

  • Fair, transparent fees. No inflated margins. No hidden terms.

  • Producer-aligned. A share of resale value goes back to the winemakers.

  • Instant execution. Trades settle in seconds, not months.

We’re building a better experience—one rooted in trust, access, and long-term value.

What’s Next

CruTrade opens to the public on June 25, 2025.

From day one, collectors will be able to buy and sell rare, investment-grade wine with full confidence in provenance and storage—without ever moving the bottle.

We’ll continue expanding support for bonded warehouses, onboarding collectors globally, and growing our producer network to offer even more of the world’s most sought-after bottles.

Our goal is simple:
Make wine collecting and trading as secure, seamless, and meaningful as it deserves to be.

If you care about fine wine, you should care about what happens after the first sale.

That’s why we built CruTrade.

See you June 25. — Devon Ferreira Founder & CEO, CruTrade

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