(FORTUNE Magazine) – Matt Massey just spent more than $10,000 over lunch. The Cisco engineer flew in from San Jose for his first wine auction, a lively champagne-fueled event held by Zachys Wine Auctions at Manhattan's Daniel restaurant. Says the 29-year old: "Some of the vintages I want you can find easily at auction but would take a lifetime to find in a store." Zachys, Christie's, and Sotheby's are all reaching out to new, younger buyers like Massey. They've put their catalogs online, shifted auctions from mid-week to Friday or Saturday, and begun serving drinks and food. Christie's Dini Rao says that the selection has broadened from mostly French wine to Californian, Italian, and Spanish labels, and more than 80% of their lots are under $2,000, up from 65% two years ago. Says Jeff Zacharia of Zachys: "These new baby-boomer collectors love the immediate satisfaction of bidding." And, no doubt, of drinking.