Full disclosure–I founded WineCredit, as mentioned in the article.
Just to clear a few things up: The home mortgage interest deduction is great, and everyone should take advantage of it, thought I believe it does have some limitations. And further, yes, interest from any loan–including one from us–is deductible, largely, to the extent it is used directly for business purposes. Consult with your accountant, etc.
Second, yes, HELOCs are also terrific and really cheap, and we recommend all our clients to start there if that source is untapped and easily available. If you own your home outright, and you are willing to jump through some hoops–as Marc very accurately described–then by all means, do it. It’s the cheapest form of capital you can get (other than, as someone mentioned, liquid securities). So we are under no delusions about where we are on the spectrum. We should probably be your third choice if, for whatever reason, liquid securities and a fully paid off home are not available. We can offer some advantages in terms of convenience, speed, and discretion, but I agree that rate is most important for most clients.
Just one quick correction: some have said the appearance of easy credit signals the top of a market. That is not what’s going on here. This is the first appearance of any credit, not easy credit. This is like the first mortgage being written–it’s not the peak, it’s the very beginning of the climb. Yes, the introduction of credit will increase prices in wine, just as the introduction of mortgages, at some point, significantly increased the prices of homes by allowing buyers to pay for homes more expensive than the amount of cash they currently held. This is an inevitable development as the wine world grows up and one we are happy to be a part of. It is coming to all assets for which it is economical, sooner or later, and it makes perfect sense for wine. The frothy stage will be when someone is lending 90% LTV against a wine collection at 3% and the inspections are being done carelessly, as with the mortgage market. We’re a long, long way from that point. We have one real lender in the market!
Thanks for everyone’s comments and kind wishes. We hope and believe we’ve been a productive service to our clients. We’ve never repossessed a single bottle of wine or had a single borrower struggle with payments, and we hope it stays that way. We are here to help the wine community with its capital needs, not get anyone in over their head.