Having a Bad Day! William Sokolin sure did!

The Infamous 1787 Château Margaux Incident

Sokolin’s name became permanently etched in wine history on April 23, 1989, at the Four Seasons Hotel in New York, when he showcased what he claimed was a bottle of 1787 Château Margaux—a rare and potentially priceless wine believed to have once belonged to Thomas Jefferson, YES THE 3RD PRESIDENT OF THE UNITED STATES!

The bottle, valued at $500,000, was the most expensive wine in history at the time. However, as Sokolin displayed it at a collector’s dinner, disaster struck—the bottle hit a table and shattered before it could be opened. The room fell silent, and one of the most historically significant wines was lost forever.

Despite the mishap, his insurance company later paid out $225,000, making it one of the most expensive wine accidents ever recorded. The event made headlines and cemented Sokolin’s reputation as a leading voice in fine wine valuation and investment.

Let’s focus on the great things William Sokolin did for wine: The Man Who Turned Fine Wine into an Investment.

The world of fine wine investment wouldn't be what it is today without William Sokolin, a visionary wine merchant who saw the potential of collectible wines long before they became mainstream assets. From introducing high-end Bordeaux to the American market to making headlines with a shattered $500,000 bottle, Sokolin left an unforgettable mark on the industry.

A Family Business Transformed

Born in 1930, in New York, NY, Sokolin took over his family's wine business, Sokolin & Co., Inc., and rebranded it as one of the most prestigious rare wine retailers in the United States. While most people in the 1960s viewed wine simply as a beverage, Sokolin had a different perspective. He believed that fine wines, particularly Bordeaux and Burgundy, could appreciate “in value” like art or real estate.

His influence helped introduce Bordeaux wines, particularly Château Pétrus, to American collectors, making them some of the most sought-after wines in the world today. His foresight helped establish fine wine as a serious investment class, leading to the rise of auctions and wine portfolios that are now commonplace among collectors and investors.

A Lasting Legacy in Wine Investment

Sokolin didn’t just sell wine—he changed people's perceptions of it. Thanks to his pioneering efforts, fine wine is now widely recognized as a valuable asset, and investing in rare bottles has become a lucrative business.

Today, Sokolin & Co., Inc. continues to thrive as a premier fine wine retailer, offering collectors access to some of the world’s most exclusive wines. His influence remains evident in the modern wine market, where rare vintages regularly fetch six-figure prices at auctions.

William Sokolin’s story is a testament to the power of vision, passion, and a little risk-taking—just like fine wine, his legacy only gets better with time.

About The Author ~ Jeanine is a California-based jet-setting entrepreneur passionate about wine, travel, family, and fun. A retired Sergeant (LASD) and newly retired flight attendant (SkyWest), she’s swapped her wings for a passport full of winery stamps! With WSET Level 1 and 2 certifications, Jeanine brings an informed and adventurous palate to every tasting. She blends her love for discovering hidden gem wineries—from California’s sun-kissed vineyards to Europe’s historic wine regions—offering a vibrant, down-to-earth perspective to everything she touches.