The Bordeaux en primeur 2020 campaign began in earnest last week, with Cheval Blanc the first of the major releases out of the gate. Its latest vintage was offered at a small, 3% increase on the 2019 release price, which itself came to market with a generous discount of c.30% on the previous year.

UGCB Tasting at The Intercontinental Hotel Bordeaux, attended by Wine Lister CEO, Ella Lister

Absence makes the heart grow fonder

Much of the international trade has entered into a second consecutive year without the normal en primeur tasting week in situ. Instead, the bordelais have generally come up trumps with sending samples this year (only a very small handful of châteaux have declined to send any at all), and in many cases, one-on-one video calls have replaced the fleeting group tasting slots at the estates. Edouard Moueix, Managing Director of Etablissements Jean-Pierre Moueix observes how this has actually been a help, rather than a hindrance, in telling the story of the vintage to clients: “we can take time to explain things like we did some years ago”, he says. With a much wider range of tastings this year (albeit remotely for most) and a slightly less condensed campaign schedule, this should allow room for lesser-known wines that have excelled in the vintage to shine, where last year the sale of 2019s at lightning speed favoured well-known and trusted brands in the main.

While pricing is more often than not the hot topic for many participants in en primeur campaigns, sales of 2020 have the potential for focus on the great stories of each individual Bordeaux estate, given that the price equation this year is perhaps simpler than it has been in recent years.

Following a broadly successful “price reset” through the 2019 campaign, Bordeaux is holding all the cards that should ensure en primeur sales of 2020 work just as well (if not better), riding the wave of renewed interest in Bordeaux created last year. If 2019 prices set the precedent, then all that need happen now is to follow suit – matching last year’s release price, since the quality of 2020 for the majority of wines does the same. A healthier GBP-Euro exchange rate than existed last year should also help to keep price tags attractive, and choices for top-quality, excellent-value wines will hopefully be available in spades.

Follow Wine Lister’s en primeur analysis here on our blog, where we will be highlighting top picks from the 2020 vintage as they are released.