Alfred Secure, the first digital insurance for wine

Spilled wine is not a disaster if you have the right insurance

Montreal, QC (Nov. 21, 2016) – Alfred / Celliers Intelligents, The Wine Experts and Industrial Alliance are pleased to announce the launch of Alfred Secure, the world’s first digital insurance product specifically designed for wine coverage. This insurance is unique and exceptional because its coverage is linked to real time measurement of the value of both small reserves and large wine collections, via an integrated cellar management app: Alfred.

Alfred Secure was born out of the collaboration between the Alfred / Celliers Intelligents team, developers of solutions combining human expertise in wine and high technology, and La Zone, the Industrial Alliance unit responsible for creating innovative solutions In the field of finance and insurance. The aim was to create a product that fits into the life of the wine lover through his mobile device and does not cover the physical place where the wine is stored but the liquid itself, regardless of the insured’s domestic policy.

Most of the time, wine is covered in the home insurance policy and is not subjected to any specific assessment, making the claims process complicated and questionable with respect to those precious bottles. Moreover, as wine has an evolutionary value, appreciating over time, this measure should be constantly evolving, which is impossible with the insurances linked to fixed residential assessments. With Alfred Secure, for the first time, it is always the true value that is covered and the right premium that is billed.

Alfred Secure is the ideal insurance for the wine lovers of today, who do not necessarily own large cellars but rather dozens of precious bottles with rising values. Alfred Secure strays away from the traditional vision of wine insurance as a luxury products that presided over that specific coverage until now. Alfred Secure is right in your pocket, accessible at all time.

An evaluation and a proposal for coverage can be obtained directly from the website (, which provides more details on the Alfred Secure coverage including fire, theft, vandalism, water damage, wine degradation caused by broken equipment and even accidental breakage of bottles. A special clause also makes it possible to cover corked wine.

At the moment, digital insurance is one of the most important vectors in the development of financial products. The Internet of things makes it more and more essential with home automation, connected appliances and motor vehicles in complex data transmission mode. Alfred Secure is a precursor of this reality.

About Alfred / Celliers Intelligents

Celliers Intelligents was formed by Guy Doucet who was interested in technologies related to the conservation of wine. First creating energy-efficient refrigeration equipment, he turned to the design of algorithms that measure the aging of wine. Collaborating for 3 years with the SAQ, he and his team developed a database and computer models that are the basis of Alfred and Alfred Secure. For more information, please visit

About Industrial Alliance

Founded in 1892, iA Financial Group offers diversified insurance and financial products to both individuals and groups. It is one of the four largest life and health insurance companies in Canada and one of the largest publicly-traded companies in the country. iA Financial Group stock is listed on the Toronto Stock Exchange under the ticker symbol IAG.