A very personal wine service

Despite the recession, there are still lots of rich people left in the world. Apart from money, one of their biggest worries is wine. They can afford the best, but they simply don't know how to appreciate it. Now Swiss-born entrepreneur Bertrand Faure Beaulieu, who lives in London, is going to change all that.

His new business, Sarment, is designed to help the wealthy understand wine. With the assistance of some of the world's best sommeliers, Beaulieu is creating an exclusive club for those who are willing to pay a lot to know the difference between a Barolo and a Bordeaux. Members pay a £50,000 (€56,000) joining fee, plus £12,000 a year to have their every wine wish satisfied. "The idea is all about acquiring knowledge and access to the top wines of the world," Beaulieu told the Financial Times.

Along with Philippe Messy, who also lives in London, Beaulieu has recruited star sommeliers Christopher Delalonde, Gearoid Devaney and Sébastien Chevalier. He plans to have six working for him by the middle of next year. Each sommelier will have between 10 and 15 international clients, mostly in China and India, while a key account manager will look after the logistics of the wine's delivery and storage.