Abstract: An illuminated bottle display rack comprises a structure having a hollow area defined by front, back, top, bottom, right and left walls. The dimensions of the hollow include a depth sufficient to accommodate all or part of the length of a bottle on display, and a light source mounted on the inside surface of the back wall. Fans are mounted through the top wall for exhausting warm air from, and/or for drawing cool in into, the hollow. UV filters are placed within said hollow between said light source and said plurality of bottles. Translucent casings are preferably mounted within said hollow and corresponding to a plurality of openings within the front wall of the display rack, each for receiving a bottle to be displayed.