Decant Group, the company behind the Decant Index platform, has launched in the United States.
Known in the United Kingdom for simplifying fine wine and spirits collecting, the company is bringing its digital-first model to a growing but still fragmented American market.
Over 44,000 UK users already rely on the platform, which has facilitated 1,618 exits and returned more than £4.6 million to clients.
Decant Index is not only a marketplace. It provides tools for collectors to build and manage portfolios with transparency and ease.
Focusing on bonded storage, real-time tracking, and education, it offers an alternative to traditional, opaque collecting practices. The move signals a push to introduce American collectors to a structured way of owning and understanding premium assets.
A platform built around ownership and simplicity
Decant Index provides users with full legal ownership of their purchases. Each bottle or cask is sold whole, without fractional schemes or pooled investments.
Ownership documentation is available through the platform, offering buyers full control and clear asset verification.
Assets are stored under bond in regulated warehouses. These UK-based facilities store goods without triggering import taxes, which are deferred until the goods are withdrawn.
This bonded model helps maintain product condition and supports long-term value preservation. Although well-established in the UK, the concept remains relatively unfamiliar to many in the US.
All features are integrated into a digital dashboard, enabling users to track portfolio performance, access valuation data, and receive curated recommendations based on their portfolio behaviour. The platform combines functionality with transparency, allowing collectors to navigate the market with enhanced insight.
Learning as part of the experience
Education is central to Decant’s approach. The company offers detailed content on valuation, market behaviour, distillery heritage, and the fundamentals of collecting. Tools are designed to help users understand what makes certain bottles or casks collectable, rather than encouraging impulsive purchases.
Decant has launched a series of webinars for new users. These online sessions explore topics such as how bonded storage works and what separates a collectable cask from a standard commercial product. In-person events are also being planned to engage collectors in the US more directly.
Chief Executive Alistair Moncrieff said the goal is to support informed decision-making. ‘We will be heavily focused on educating the market on the pros and cons of purchasing fine wine and spirits under bond in the UK and how that can help retain value,’ he said.
Collecting with structure and visibility
The platform removes much of the guesswork traditionally associated with collectables. Each asset is traceable, securely stored, and updated with valuation data.
Collectors can follow market trends, monitor asset appreciation, and adjust strategies without relying on third-party interpretations.
Decant Index users also benefit from bonded storage in Alloa, Scotland. These facilities are HMRC-audited and provide insurance coverage for every cask.
Clients receive routine updates about their holdings, and real-time access to their asset history helps reduce the risks often tied to alternative investments.
Looking beyond whisky
Decant Index recently expanded to include fine wine and premium rum. One new offering, the Wine Cellar Plan, is a subscription service that starts at $330 per month.
It includes curated wine portfolios, bonded storage, and digital management tools. This move broadens the platform’s appeal and aligns with demand for diverse collectable assets.
Decant Group is also building relationships in the US. These include partnerships with local distilleries, compliance consultants, and logistics providers. These efforts aim to ensure that US-based collectors receive relevant support and information tailored to their region.
Moncrieff explained that product design is based on listening to what users want. ‘We have invested seven figures in technology, ensuring our customer experience is at the forefront of what we do,’ he said.
‘We believe our success has come from understanding what the customer expects to see and how they want to be spoken to.’
Building trust in a traditionally exclusive market
By combining education, clear ownership, and warehouse-backed security, Decant Index presents a collecting model built on clarity. It is not centred on quick sales or speculative flips. Instead, it offers a complete system for acquiring, managing, and understanding spirits as assets.
Expansion into the US reflects the company’s intention to standardise fine spirits collecting for a wider audience. The platform will continue to evolve, with plans to enhance production guides, offer valuation trend insights, and deliver more educational material. Its long-term goal is to help users navigate collecting with more confidence and less confusion.
Decant Index is positioned not only as a trading platform but as a system built for collectors who want reliable access, structured management, and real-time data.
For those serious about fine spirits, it offers a way to participate in a category where culture, history, and tangible value meet.
Decant Group’s new e-commerce platform
Decant Group is preparing to launch House of Decant, an e-commerce channel for collectable bottles. The online store will offer premium selections, fast delivery, and concierge-style customer service. It is designed to complement the firm’s investment platform while also reaching a broader audience.
Chris Seddon, managing director at Decant Group, said the company is focused on adapting to evolving consumer expectations.
‘We are building a platform that changes how premium wine and spirits are discovered, purchased and enjoyed—designed for what today’s luxury consumer expects.’
Learn more about what House of Decant has to offer here.
As with all alternative asset purchases, the value of fine spirits can go down as well as up. These assets are not regulated by the Financial Conduct Authority and may be illiquid.