Bordeaux 2012: An Insider’s Look at This Year’s Pricing and Strategies
Post by Chuck Hayward | April 15th, 2013
My fourth consecutive visit to Bordeaux en primeur was accompanied by the usual meetings with negociants and wineries. It wasn’t long before I began to pick up on the topical trends that began to occur with every conversation. At first, there’s always a discussion of the weather – understandable given the way it shapes the quality of the region’s star commodity. Then the chatter turns quickly to the quality of the recent vintage. If there’s a bit more time, everyone asks how Bordeaux is selling in China and America.
But eventually, the discussion turns to the topic of utmost importance: the pricing for the new vintage. It’s here where things get interesting. Negociants inquire about what pricing it will take for the upcoming campaign to be a success, while at the same time buyers are asking around as well, trying to ascertain how prices will pan out for this vintage. The conversations can get quite animated – strong opinions are posited while each party tries to discern the mindsets of chateau owners and wine buyers. The 2012 vintage has done nothing to change this ritual. If anything, the discussion about pricing has been more open than in the past. Rather than playing poker this year, the cards have been laid out on the table.