It has hired ex-Sotheby’s and Christie’s wine specialist Richard Brierley to lead the new business, which will relaunch this spring.
Forum has bought the assets, including the bidforwine.co.uk website, technology and client base, in a joint venture with Auction Marketer, owned by web developer Star Digital.
Stephan Ludwig, Forum chief executive, said: “It has long been my belief that digital ventures in the auction industry work best when marrying technology, product expertise and an established pipeline of business.”
Ludwig first teamed up with the Bid for Wine business around five years ago when he ran Dreweatts & Bloomsbury.
Brierley was previously at Sotheby’s, Christie’s and Vanquish Wine and in recent years worked as a consultant. He said: “Bringing all facets of a wine trading service into a single online offering addresses the needs of collectors at all price levels in the digital age.”
Roger Martin, chief executive of Auction Marketer, said: “Our auction technology already runs Forum’s digital presence and we will develop the Bid for Wine platform significantly, integrating it into the larger wine auction venture at Forum Auctions.”