Christie’s Wine Shop Coming to Rockefeller Center

Christie’s is preparing to launch a boutique wine shop at Rockefeller Center, a surprising development that has gained legislative backing from New York state, which could signal a comeback for the auction house in the premium liquor market.

The luxury auction company plans to establish a 500-square-foot store later this year, located at 20 Rockefeller Plaza, right next to its headquarters on West 49th Street. The shop will feature windows promoting auctions for high-profile art pieces by renowned artists like Andy Warhol and Jean-Michel Basquiat.

This initiative follows the recent passage of a law allowing Christie’s to bypass outdated Prohibition-era regulations that restrict it from functioning both as a wine retailer and a winemaker. It’s worth noting that Christie’s is owned by French billionaire François Pinault, who has a stake in nine vineyards, including the prestigious Chateau Latour in Bordeaux.

Angela Montefinis, a spokeswoman for Christie’s, stated that the company has actively engaged in legal discussions to ensure consumer protection and compliance with the spirit of the law. She added that the new store will aim to connect people with the fine wine experience and Christie’s offerings.

Insiders believe the new establishment could help enhance Christie’s wine auction business, which, while historically dominant, has been struggling in recent years with revenues hitting $89 million, trailing behind competitors like Acker and Sotheby’s.

“They’re not in Sotheby’s league now, but they’re not stagnant either,” remarked Daniel Posner, who owns Grapes the Wine Store in White Plains, New York. “Setting up shop in Rockefeller Center, surrounded by affluent professionals? Smart move for a brand seeking a boost.”

Public records reveal that Christie’s has employed a prominent lobbyist from Greenberg Traurig to work on this legislative matter, specifically engaging state Senator Elizabeth Krueger and Representative Tony Simone, who introduced essential legislation.

The newly passed bill allows Christie’s to sidestep the unclear regulations enforced by the New York State Liquor Authority—rules that previously led to severe fines and shutdowns for other establishments, like the Eataly wine shop in Chelsea.

Additionally, Christie’s is exploring the acquisition of a Bronx wine shop in 2024, a necessary step due to state mandates that require auction houses to collaborate with licensed retailers.

Sotheby’s pioneered the purchase of a wine store in 2008, which has allowed it to retain more auction proceeds, while Christie’s has had to rely on various retail partners for its wine auctions, including rival The Sea’s.

The Bronx store, situated at 841 Barrett Street, operates out of a warehouse. Although primarily an e-commerce entity, some wines are available for purchase, as noted by the company.

Christie’s is currently working to transfer its Bronx liquor license to the new Rockefeller Center location, a process that needs approval from the SLA and the signature of Gov. Kathy Hochul on its bill.

Some wine industry professionals are displeased, asserting that Christie’s leveraged its influence to obtain advantages not available to typical wine retailers. Justin Loeb, who runs SipNYC on the Upper East Side, criticized the legislative process for its lack of transparency, indicating it highlighted “political hypocrisy.”

Loeb stated, “It’s not just unfair that a powerful global entity can bypass rules that other businesses must follow, but it also signifies that the law seems applicable only if you’re not influential enough to reshape it.”

Christie’s had a notable year in sales, having sold a private collection owned by billionaire William I. Koch for an impressive $28.8 million. The auction house has assured it won’t sell wines produced by Pinault’s Groupe Artemis, which includes wines from Château Latour and other regions in California and Oregon.

Legal professionals note the unusual nature of requesting bespoke legislation for a business entity. Max Bookman, a liquor licensing attorney, expressed, “Laws are meant to protect smaller businesses from being overshadowed by larger beverage corporations.” Nevertheless, he acknowledged that similar exemptions have been made multiple times since Prohibition ended, typically for broader economic reasons.

Regarding this situation, the majority of lawmakers supported Christie’s proposal to transition the Bronx store to Rockefeller Center, with only a few dissenting votes. Representative Ali Brown and Representative Angelo Morenello were among those who opposed it.

If the state considers the liquor laws outdated, Congressman Brown believes they should revamp legislation in a manner that benefits everyone rather than offering special privileges to a few select businesses.

Interestingly, some wine aficionados believe this might not be the best time to open a new store, particularly as wine sales hit their lowest point in six decades, even as wine consumption rises.

Meanwhile, Montefinis mentioned, “By aggressively investing in wine, we intend to increase our footprint in the vital U.S. market.”