Founded in 2020, Unicorn has facilitated over $175M in lifetime platform sales. With more than 9M bids and 500,000 bottles sold on the platform, we’ve built the industry’s largest secondary-market database—capturing pricing trends, demand signals, and buyer behavior that no one else has access to.

The 2025 Unicorn Market Report brings that data to life—telling the story of bottles after they leave the retail shelf and bringing you closer to the secondary market than ever before. Our goal isn’t to tell you what to buy or how to collect, but to help you better understand the market and navigate it with confidence. Inside, you’ll find a data-driven look at the macro trends we observed in 2025, alongside deeper dives into the bottles, brands, and categories that defined the year.