Crurated is the first “wine club” to implement and see the possibilities from the new blockchain technology that provide the ability to tag a bottle of wine and for it to be traced from vineyard to final consumption. A digital record that cannot be altered and is encrypted end-to-end, not only helps prevent fraud in terms of the vintage and the label but equally allows an examination of how many cellars the bottle has inhabited. It ensures that a collector’s purchases will reach them in perfect condition. Couple that with Crurated’s expert knowledge and ability to pick new wines, potential classic future vintages, and expansive approach to acquisition and storage in its own facility, and you have the veritable 21st century wine merchant.
Crurated was the brainchild of Alfonso de Gaetano, a Naples native, who after missing out on a professional football career through an ankle injury, spent 18 years in Dubai with a career in marketing and technology as a Principal at Booz & Company supporting large Telecoms conglomerates, and then a Director at Google. In 2021, Alfonso shifted career again, to something he loved, when he founded Crurated. The name being a fusion of “Curated”, reflecting the selection of the best wines available, and “Cru” a nod to superior quality.
Left: Alfonso de Gaetano founder and CEO of Crurated. Right: each Crurated bottle comes with a bar code that links to the Crurated that links to their proprietary blockchain tracking system from your smart phone.
It was Alfonso’s background in tech that allowed him to create a visionary and innovative wine (and now spirits) destination, and with it the first blockchain-based high-quality wine-community that certifies the provenance of every bottle it sells with an NFT (Non-Fungible Token). Crurated is designed for a new generation of aficionados and collectors. The Crurated Metaverse is the first real-world asset blockchain-backed virtual embodiment of each member’s private cellars. It allows them to access, organise and virtually walk through their collection, interact with the virtual sommelier and ask questions to the Crurated AI.
Crurated has been smart in sourcing difficult to access wines and vintages and making them available to the member. Membership numbers globally are around 10,000, but perhaps more importantly in appealing to the important Gen Z market segment, 70 percent of this number is made up of collectors under the age of 45. Having signed exclusive direct to consumer agreements with around 200 leading producers, including Domaine Arnoux-Lachaux, Crurated is making highly sought-after products more accessible to its community worldwide.
Alfonso de Gaetano (left) wearing the Crurated VR headset with the virtual display as seen through the screens (right).
Being able to buy in large quantities from vineyards has been enhanced by moving into the B2B arena selling part of their inventory directly to restaurants and hospitality outlets. Further from 2023, Crurated became the auction partner for the Golden Vines Auction and continues to grow its market including collaborations with Edmiston and Satopia Travel. Members benefit from multiple purchasing options such as fixed prices, auctions, and fractional barrels, with the ability to resell collections at lower commissions.
Membership is open to all stages of collecting, from those looking to build a reputable collection to enjoy over time, to individuals simply nurturing a passion. Some membership options come with additional benefits, including being able to store hundreds of bottles of a recently acquired fine wine, or access to rare vintages. As part of the Crurated community, members have access not only to purchase products directly from the source but also to unique content and events. It is all central to its philosophy of Connect, Collect and Celebrate.
Crurated works directly with vineyards to secure highly desired wines for its collector and business clients, such as the mythic L’Ermita by Álvaaro Palacios in El Priorat (Tarragona, Spain.)
As a proof of concept, Alfonso was in London recently hosting a small gathering to demonstrate the community type event and to showcase an impressive array of wines from Champagne Billecart-Salmon Brut sous Bois and Champagne Bérêche & Fils to Château Lafite Rothschild 2012, Davide Fregonese Barolo Cerretta 2018 and Domaine de Montille Meursault Les Porusots 2021. He also brought newer wines available only at Crurated, such as Domaine Arnoux-Lachaux Vosne-Romanee Les Hautes Maizieres 2021. All the wines were exemplary, stored perfectly, and each carrying their blockchain code. Tasting the wines in congenial company only adds to the wish to acquire and collect.
More information about Crurated experiences and membership options, HERE.
Author: Andrew Hildreth
If you feel passionate about wine, you may enjoy reading about the Louis Roederer Camille Charmont 2022 and Camille Volibarts 2022; and our cheerful selection for Father’s Day.
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