The art of staying ahead - Why alternatives matter now

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The markets feel twitchy right now. And not without reason. A few weeks ago, Trump announced sweeping new tariffs on imports, rattling global trade flows and throwing a wrench into inflation expectations. And after a bruising few weeks (quarters, really), and relentless headlines about recession fears, we’re now watching global markets steady themselves… sort of. 

Yields have seesawed, and equities are still jittery, and the macro conversation is once again dominated by two familiar words: uncertainty and repositioning. This isn’t a return to “normal”. It’s a reshaping of the new investing landscape.

What we’re seeing now is a recalibration of investor behaviour. Retail investors, particularly younger professionals, are thinking more like allocators. They’re asking smarter questions, diversifying more intentionally, and actively looking for assets that can buffer against volatility while offering long-term upside.

Which brings us to this week’s focus: alternative assets. Art, wine, whiskey, collectables - the so-called “passion assets” that are now being taken seriously by a new generation of investors. We’ll unpack how the current macro shifts are impacting these markets, what Trump’s tariff talk might mean for them, and why diversifying into alternatives could be an important move for your portfolio.

Art: A slow-moving hedge for fast-moving markets.

Art’s long been the plaything of the ultra-wealthy. But lately, it’s started showing up in more everyday investor conversations. Why? Because when markets get wobbly, art gets resilient.

Unlike stocks, art doesn’t trade on panic. It’s illiquid, slow-moving, and doesn’t respond to interest rate hikes or central bank announcements. Which is exactly why investors like it in times like these. In the last 25 years, the art market has outpaced the S&P 500 during periods of high inflation,  and according to Masterworks, contemporary art prices have seen a 13.8% average annual return from 1995-2022.

But beyond the numbers, here’s the big shift: fractionalisation. Platforms now allow regular investors to buy shares in iconic artworks. That means you can own a slice of a Warhol without being a hedge fund manager or oil baron. And in a world where bonds feel boring and public equities are swinging on macro mood shifts, the idea of diversifying into something that doesn’t move with the herd is appealing.

That said, art isn’t without risk. It’s still a luxury market, and values can be subjective. Liquidity is also limited - you can’t exactly sell your half-share in a Rothko to pay next month’s rent. But as a small allocation in a diversified portfolio? Art is starting to look less like a vanity play and more like a smart hedge.

Wine: How fine wine became a serious portfolio play.

If you thought wine investing was just for vineyard owners and fine dining snobs, think again. Fine wine has quietly become a powerhouse alternative asset, combining low volatility, strong historical returns, and a tangible appeal that makes it far more interesting than yet another ETF.

While public markets swung wildly in recent years, fine wine stayed remarkably steady. The Liv-ex Fine Wine 100 index, which tracks the world’s most sought-after wines, posted consistent gains, outperforming equities during several downturns. And unlike equities, wine doesn’t panic-sell. It matures. It gets better with age. Literally.

But the real shift? Accessibility. Platforms like WineFi, Vinovest, and Cult Wines are opening the doors to retail investors. They handle authentication, storage, and insurance, letting you invest in world-class wine without needing insider knowledge. Some platforms even build custom portfolios based on your risk appetite and timeline - all while storing your wine in optimal conditions until you’re ready to sell.

Of course, liquidity is still a thing, and resale markets aren’t as frictionless as public exchanges. But in a diversified portfolio, wine offers both downside protection and long-term growth. 

Whiskey: A maturing market with rising returns.

In the past 10 years, rare whiskey has been one of the top-performing luxury assets, rising over 500% according to the Knight Frank Wealth Report. And just like art or wine, scarcity drives value. Casks age, supply drops, and demand for rare spirits from emerging markets climb - all without reacting to interest rate hikes or the latest jobs report.

Platforms like Whiskey & Wealth Club are now making it possible for everyday investors to own full or fractional casks of maturing Irish and Scotch whiskey. You don’t need to be a distiller or a collector. These platforms manage the storage, insurance, and authentication, and you choose when to exit (or bottle your bragging rights). Other players like CaskX and Rare Whisky 101 also offer varying levels of entry for retail investors.

But let’s be clear: whiskey is not a short-term flip. This is a patience play. Maturation takes time, secondary buyers need to be found, and your cask may sit quietly for years before delivering a return. That said, few assets are as culturally timeless, or as cool to talk about at a dinner party.

Collectables: From Pokémon to Patek - why investors are chasing scarcity.

Pokémon cards, vintage watches, shoes, first-edition books - for years, these were seen as hobbies, not holdings. But in today’s macro climate? They’re becoming serious portfolio contenders.

Collectables sit in a sweet spot: low correlation, high emotional value, and rising institutional attention. According to Deloitte, the global collectable asset market is worth over $370 billion, and growing. Platforms like Konvi, Alt, and Collectable now allow everyday investors to buy fractional shares in everything from Michael Jordan’s game-worn sneakers to a mint-condition Charizard. And yes, there’s even a robust resale market forming behind all this tokenised nostalgia.

What makes collectables so compelling right now is timing. In an era where inflation eats into fiat and rate cuts are back on the menu, investors are chasing assets that hold cultural and historic significance. These aren’t just trinkets,  they’re alternative stores of value with strong upside when taste meets scarcity.

Of course, it’s not all upside. Valuations can be volatile, and liquidity depends heavily on demand. Trends can turn. A toy that skyrockets in 2024 might gather dust in 2026. And fakes are a real risk, especially in markets like trading cards or luxury goods. But with the right platforms and due diligence, collectables offer a fascinating way to inject both diversification and personality into a portfolio.

So if you’re tired of investing in things you can’t touch, maybe it’s time to bet on something you grew up loving. 

Final thought: New volatility. Same lesson.

If this all feels a bit chaotic, you’re not wrong. Trump’s tariffs. Sticky inflation. Market rebounds that feel more like bounces. It’s a weird time. But here’s the truth most headlines won’t admit:

This isn’t new.

Markets have been rattled before. By wars, oil shocks, housing bubbles, pandemics, tech booms and busts. And every time, the story feels like this one is different. But it rarely is. What changes isn’t the volatility, it’s how prepared you are to weather it.

Which is why diversification isn’t just a buzzword. It’s a survival strategy. Alternative assets, whether it’s a cask of whiskey in a bonded warehouse or a Banksy hanging in fractional ownership, can provide a level of resilience and balance that public markets often can’t.

You don’t need to go all in on wine, art or shiny Charizards. But in a world where the old 60/40 portfolio looks increasingly shaky, spreading your bets across non-correlated assets isn’t just smart, it might be essential.

So stay curious. Stay diversified. And don’t be afraid to explore the weird, wonderful corners of the investing world. Sometimes the best hedge is the one no one else is thinking about yet.

What we’ve been working on at Shuttle

• Getting prepared for our next investment (going live on Monday 12th) 🚀

• Lining up our first affiliate campaign with an Irish finance creator 📣

• Closing out a small fundraise to capitalise us for the next year 💰

The Unsophisticated Investor is brought to you by Scott & Rob, the founders of Shuttle. We’re both sick of private markets being a playground exclusive to the ultra-wealthy so we started a company to challenge the status-quo. Shuttle’s singular focus is to unlock private markets for Millennial and Gen Z tech professionals and help them build wealth through the highest performing private market opportunities.

Scott & Rob
Shuttle Co-Founders