Belle Montagne: The Ultra-Luxury Wine Membership Redefining Collecting

In the world of fine wine, rarity alone is not enough. It must be matched with reverence, for craftsmanship, for heritage, and for the experience of collecting itself. Enter Belle Montagne, a bold new name in global luxury, whose debut is turning heads.

Belle Montagne is positioning itself not simply as a vineyard or label, but as a global wine membership club, one rooted in scarcity, craftsmanship, and long-term ambition

Its debut cuvée, a 2022 Cabernet Sauvignon, has just launched, and only 1,000 bottles have been produced. Access is limited to 500 global members, who must apply to join the programme. It’s a bold, design-led approach to wine collecting, and one that’s clearly aiming for UHNWI's.

Founded by entrepreneur Nick Holland and his wife Roslyn, Belle Montagne reflects a growing movement within the luxury space: where experience and storytelling are just as important as the product itself. Inspired by years of travel and a deep appreciation for winemaking, the couple began working with Vinpro, South Africa’s wine industry body, to replant nine hectares of land with carefully selected new vines. Their estate vintage is not expected until 2027, but in the meantime, they’ve partnered with celebrated winemaker Coenie Snyman to release this first Cabernet Sauvignon, described as elegant, structured, and designed for age-ability.

The wine itself is rich in dark fruit, cassis and cedar, with a smooth, layered palate and fine tannins. But much of the attention lies in the presentation: each bottle arrives in a velvet-lined wooden box, wrapped in Italian Fedrigoni paper and finished with a stitched leather strap. The level of detail is more often found in luxury watch packaging than wine distribution.

Members receive three annual releases, a Cabernet Sauvignon, a Chardonnay, and a Shiraz, shipped at peak release moments in temperature-controlled conditions. The aim is to treat each vintage with the reverence usually reserved for collectable art or haute couture.

“We’re not trying to replicate the old model,” Holland says. “We’re trying to reimagine it.”

South Africa has long produced world-class wine, but Belle Montagne is entering the space with a different focus. While terroir and technique remain key, the brand is equally interested in redefining what a wine label can look and feel like at the luxury level, from the membership model to the tactile nature of its design.

Whether Belle Montagne can build the legacy it’s clearly aiming for remains to be seen. But in a world where discerning consumers are increasingly looking for scarcity, meaning and experience, the concept taps into several major trends. For now, it offers a glimpse of what the next generation of fine wine collecting might look like — one that feels just as at home on a cellar shelf as it does in a luxury lifestyle narrative.

Applications are now open. Only 500 collectors will be granted access.

https://bellemontagnewine.com/