If you’re in the industry, you’re well aware that fine wine isn’t just about drinking—it’s a global asset class worth billions. But for a long time, trading this luxury was shrouded in mystery, plagued by inefficiencies. Enter Liv-ex, the game-changing platform that transformed fine wine into a modern, data-driven market. How did this revolution come to be, and what does the future hold for wine trading? In this episode, we’re joined by James Miles, the CEO and co-founder of Liv-ex. As the Chairman of Liv-ex and a director at the Wine and Spirit Trade Association (WSTA), James brings a wealth of knowledge and insight from his extensive background in investment banking and his journey in founding Liv-ex in 2000. Liv-ex serves wine businesses worldwide, providing them with the tools to understand market trends, access real-time pricing, and discover trading opportunities. Join us as James unpacks the fascinating story behind Liv-ex, shares his perspective on wine as an asset class, discusses the rising interest of Gen Z in wine, and explores Asia's importance in the fine wine market. For our listeners, we’ve partnered with Liv-ex to bring you exclusive insights typically reserved for members only. Watch the free VIDEO HERE to delve into whether the end is in sight for the challenges facing the fine wine market. While the first half of the year has been tough, there are signs that we may have weathered the worst of it. Tune in to discover what this means for the future of fine wine trading!