Sotheby’s, seeking to grow collector base, will turn wines and spirits festival global for sector dominance

August 14, 2026

Sotheby's Nightcap wine and spirits festival will celebrate collecting, connoisseurship and gastronomy. Image credit: Sotheby's

By Luxury Marketer Intelligence

British auction house Sotheby’s will grow its global wines and spirits strategy by bringing its Nightcap festival to New York after a successful debut in Hong Kong earlier in the year.

The inaugural New York edition of the Nightcap wines and spirits festival will take place September 17-19 to celebrate collecting, connoisseurship and gastronomy. Sotheby’s already has an established and growing wine auction business.

“The strength of the market today is reflected not only in its continued growth, but in its energy, curiosity and expanding community of collectors,” said Nick Pegna, global head of wine and spirits at Sotheby’s, New York, in a statement.

“Nightcap is designed to capture that momentum, creating a platform where seasoned collectors and new enthusiasts alike can engage, discover and connect through exceptional experiences, world-class auctions and the shared culture of wine and spirits,” he said.

Spirited effort
Hosted at The Breuer – Sotheby’s new U.S. headquarters on upper Madison Avenue in Manhattan that once housed the Whitney Museum of Art – the festival will offer educational tasting experiences, exclusive collector dinners and headline auctions in a format designed to engage both seasoned collectors and a new generation of enthusiasts.

Across the week, Nightcap will feature more than $7 million-worth of exceptional wines and spirits across four dedicated auctions, alongside a curated program of experiences for leading collectors, producers and enthusiasts.

The tasting will include some of the world’s most outstanding wines and spirits, including Pol Roger, Vega Sicilia, Château Pichon Comtesse de Lalande, Jean-Louis Chave, Louis Roederer, Jean Marc Roulot and Pappy Van Winkle.

As one of the company’s most important wine hubs and home to its auction and retail businesses, New York provides the ideal stage for this flagship event, the company said.

The launch comes at a moment of momentum for the category, with Sotheby’s wines and spirits business attracting a record number of bidders.

More than one-third of wines and spirits bidders are new to Sotheby’s, while U.S. buyers continue to lead the market, representing 31 percent of total purchases, according to the company.

The next generation of collectors is also driving growth, with 51 percent of bidders now under the age of 50.

UNIQUE EXPERIENCES are key to catching the attention of younger collectors, as Sotheby’s strategy recognizes.

“These events are designed to bring together collectors, enthusiasts, but also consumers new to wine and spirits,” said Victor Rabot, head of global buying and winery relations at Sotheby’s Wine, in a statement. “They will offer a unique opportunity to connect, discover and deepen one’s appreciation of the remarkable stories and craftsmanship behind every bottle.

“We look forward to expanding the experience to other major cities around the world in the years to come,” he said.

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Sotheby’s, seeking to grow collector base, will turn wines and spirits festival global for sector dominance

Sotheby’s, seeking to grow collector base, will turn wines and spirits festival global for sector dominance

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