Christie’s is preparing to open a boutique wine shop later this year at its Rockefeller Center headquarters in New York City, marking a notable expansion for the auction house into the retail wine market. The 500-square-foot space, situated at 20 Rockefeller Plaza on West 49th Street, will operate alongside Christie’s established art auction business, which frequently features works by artists such as Andy Warhol and Jean-Michel Basquiat.

The move follows recent legislative changes in New York that allow Christie’s to circumvent Prohibition-era restrictions prohibiting wine stores from also producing wine. This regulatory shift is significant because Christie’s is owned by French billionaire Francois Pinault, who also controls nine vineyards, including the renowned Chateau Latour in Bordeaux. The new law permits Christie’s to bridge its auction business with wine retailing and production, a synergy that was previously unavailable under state regulations.

A Christie’s spokesperson, Angela Montefinise, stated the company participated in the legal process to ensure compliance with consumer protection standards and emphasized that the boutique will aim to connect customers to the world of fine wine and collecting, complementing the auction house’s broader offerings.

Industry observers see the boutique as a strategic step to rejuvenate Christie’s position in the fine wine market. Although historically dominant, the auction house’s wine sector currently generates $89 million in global revenue, trailing competitors such as Acker, Sotheby’s, and Zachy’s. Daniel Posner, owner of Grapes The Wine Co. in White Plains, described the decision to establish a presence in Rockefeller Center—a location close to finance and legal professionals—as a “savvy move” for Christie’s as it seeks to regain market share.

To facilitate this expansion, Christie’s secured lobbying assistance from the firm Greenberg Traurig during legislative efforts in Albany earlier this year. Additionally, Christie’s acquired a Bronx-based wine store in 2024 and has applied to transfer that store’s liquor license to the new Rockefeller Center location, a necessary step to comply with local licensing requirements.

The opening of Christie’s boutique wine shop is anticipated to strengthen its retail footprint and potentially bolster its wine-related auctions, signaling a broader strategy to integrate wine production, retail, and auction under the Christie’s brand.