Dreaming of being a wine collector with a killer cellar but don’t know how to turn your fantasy into reality? I understand. The whole prospect of assembling the wines can be a shopping hassle requiring time-consuming research and way too many picky decisions. But you’re in luck. In June, Sotheby’s began offering an answer to this dilemma in New York and Hong Kong with its “instant cellars.” Between answering emails, you can simply click on your iPhone or computer, and within 24 hours, one of four wine collections curated by Sotheby’s experts arrives at your home. Cost? $5,000 to $25,000. Bottom line: This is the easiest, fastest way to satisfy your collector craving, spend a big bonus, celebrate making partner, or give a lavish present.

The idea is part of the international auction house’s goal to be a full-service, integrated wine business, explains Jamie Ritchie, Sotheby’s worldwide head of wine. First came its brightly lit retail store and online wine business in Manhattan,...

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