Connecting winemakers and wine lovers in a unique space.
Founded in 2020, Crurated is the first blockchain-based, online wine community that certifies the provenance of every bottle it sells with an NFT. The members have the opportunity to purchase rare wines directly from the domaine where they are produced and also interact with partner winemakers at private events, along with celebrated chefs, in stunning locations all over the globe.
We interviewed the founder of Crurated, Alfonso De Gaetano. Originally from Italy, has spent the past 15 years in Dubai and 12 years at Google as Director of Google Publishers business across EMEA Emerging Markets. Burgundy made him fall in love with wine. He often makes long drives from there to his wine cellars around Europe to ensure bottles arrive safely and in perfect condition.
How did Crurated come about and who is Alfonso De Gaetano?
“From a sense of frustration at not being able to access some of the world’s top producers and disappointment at the poor quality of wines bought at auction, some of them moved many times and traveled long distances. I decided to turn the frustration into a force for good and in 2021 I created a platform that would provide wine lovers with access to world-class wine while guaranteeing what is in the bottle. Something I learned at Google was not to use technology for technology’s sake. It has to add value. Through Crurated we’re doing that: giving collectors access to great wines and total peace of mind about quality. The technology ensures our members a complete confidence in what they’re buying and can trace the wine back to its producer. Traceability is important in the wine world and we only buy directly from producers”.
Why “Crurated”? What is the meaning behind this name?
“Crurated is a fusion of “Curated”, reflecting our meticulously selected collections, and “Cru”, a nod to superior quality, with a subtle hint of wine, capturing the essence of our platform that offers auctions for wines, spirits and luxury experiences”.
What is the philosophy behind the experience that Crurated offers to its members?
“By bridging the gap between collectors and their favorite producers and making bottles more accessible to wine lovers, Crurated has created a new kind of wine circle. In our philosophy, wine is the foundation to life’s greatest pleasures: great bottles open the door to new cultures, provide the backbone to exquisite meals and create unforgettable moments amongst those who pop their corks”.
How does a digital wine platform like yours work?
“Crurated works on a membership model that gives access to sought after wines, limited editions, new releases, library vintages. Each week new winemaker’s collections are presented and the clients have a week to place offers on the products they choose, based on the minimum price. We also offer new vintages direct from the barrel. Members can purchase fractions of barrels and have the possibility to customize the bottle formats in which to convert the wine based on their unique needs”.
Why the choice of NFT and blockchain systems?
“It guarantees provenance and traceability of the bottles. The bottle with a Crurated NFT tag is 100% authentic and comes direct from the winery. Winemakers appreciate we use technology and blockchain to modernize the way wine is sold. Recorded forever on the blockchain, the NFT verifies the authenticity of the bottle and provides other details as ownership history, vintage, vineyard location and varietal. The bottle history is also updated via a new blockchain recording anytime the wine is resold and the token moves from one client to another”.
Which countries do you work with the most, and who are your biggest/best spenders?
“Our members are part of a global community and 70% of our member base is below the age of 45”.
How did the partnership with Excellence magazine come about?
“Crurated, being a premium wine and spirits digital platform with a clientele that appreciates the finer things in life, found synergy with the beyond.luxury platform’s ethos. The collaboration with Excellence Magazine allows for a seamless integration of curated luxury experiences, exclusive offerings, and a shared commitment to excellence. The platform provides a space for individuals with a mindset geared towards excellence and finer things in life, all while enjoying the lifestyle that these synergies create. The partnership, therefore, is a strategic alignment of values and a shared vision for providing a premium and exclusive experience to both parties’ discerning audience”.
