Maison Blanche's Vision
The global wine and liquor market has reached a significant turning point in recent years. While some brands that became overheated as investment targets have entered a correction phase, interest in experiential value—who you enjoy it with, where, and how—has grown stronger than ever before. Maison Blanche believes we have entered an era where the value of wine and liquor is shaped not simply by price, but by background, story, and the sharing of time and space.
The auction world is experiencing a similar shift. Today, there is strong demand for venues that encompass not just liquidation or competition for rarity, but also aesthetic, cultural, and community aspects. Maison Blanche views this change not as a passing trend, but as a transition to the next standard, and proposes a new form of auction unique to Maison Blanche.
Niseko was chosen as the venue for this inaugural event. A world-class resort where nature, food, and people intersect intensely, this location is ideal not only for owning wine and liquor, but for experiencing it, conversing about it, and creating lasting memories. A Maison Blanche auction does not end with the moment of winning a bid. The company aims to create an entire work of art that includes the dialogue and atmosphere before and after.
Comment from Representative Director Namiko Okazaki
"What wine and liquor require today is not just price or rarity, but the experience itself—who you share it with, where, and what kind of time you create together. The reason for holding this auction in Niseko is that this location, where nature, food, and people intersect, can express that value most dimensionally. I want to carefully nurture this type of auction—one that becomes a work of art, including not just the moment of winning a bid, but the dialogue and memories created before and after."
Wine & Liquor Auction in Niseko
The auction was held at the luxury hotel "The 1898," utilizing various bidding formats including written bids from across Japan and internationally, live internet bidding, telephone bidding, and in-person participation at the venue. Multiple lots received competing bids, with many items selling above their lower estimates, resulting in consistently stable bidding throughout.
The auction achieved a 97.4% success rate, with average growth from lower estimates of 162% for wine and 125% for liquor. Total sales reached 31.62 million yen.
Wine and light refreshments were served at the venue, and after the auction concluded, a networking atmosphere naturally emerged where Japanese, English, and Chinese conversations intermingled, creating a moment where the auction crystallized as an experience befitting Niseko's international character.
Among the featured bottles, Lot 67 "DRC Romanée-Conti 1988" sold for 2.3 million yen, and Lot 55 "DRC Vosne-Romanée 1er Cru Cuvée Duvault-Blochet 2002" sold for 380,000 yen. Other notable sales included Lot 42 "Domaine Leflaive 2011 8-bottle Horizontal Set," Lot 33 "Petrus 1979," and in the liquor category, various bottles of Rémy Martin Louis XIII and Ichiro's Malt King of Diamonds—all highly regarded brands both domestically and internationally that contributed to prestigious bidding.
Additionally, in the wine category, two lots from Domaine Takahiko—a representative Japanese wine producer listed to support regional revitalization in Yoichi, Hokkaido—attracted significant attention. Lot 68 "Nana-Tsu-Mori Blanc de Noir 2017 / 2020" sold for 170,000 yen, and Lot 69 "Nana-Tsu-Mori Pinot Noir 2017 (with and without sulfites)" sold for 230,000 yen, both well exceeding their lower estimates.
Maison Blanche aspires to be not only an auction company but also a platform that connects people, places, and time through wine and liquor. The company hopes this first step in Niseko will demonstrate new possibilities for wine and liquor auctions in Japan.
Consignment Submissions Wanted
Maison Blanche Inc. is accepting wine and liquor consignments for upcoming auctions. Regardless of scale or recognition, the company welcomes inquiries as a venue to properly evaluate valuable products and deliver them to domestic and international bidders. The next auction is scheduled for late April, with a consignment deadline of March 10th.
Inquiries
Maison Blanche Inc.
Phone: 03-6821-2179
E-Mail: contact@maison-blanche.co.jp
Website: https://www.maison-blanche.co.jp
