Wine Lister’s COO, Chloe Ashton shares her thoughts on this year's en primeur campaign so far.

The latest Bordeaux en primeur campaign is already underway, with Batailley 2021 opening the stage at the beginning of last week, and Domaines Baron de Rothschild’s Carruades and Duhart-Milon following suit. Cantemerle’s release on Friday 13^th rounded out the week, and thus far starting prices have been a relatively pleasant surprise.

What does the trade expect from this year's campaign?

In Part I of Wine Lister’s annual Bordeaux study, we asked key members of the global fine wine trade about their expectations ahead of the 2021 campaign. Of 47 respondents, half expected prices to be somewhat more expensive, or significantly more expensive than 2020 vintage releases, after rumblings on La Place of strong trading over the past few months.

After the first physical en primeur week in Bordeaux since the 2018 vintage (our view of the vintage can be found here), the trade will at least have had the chance to work their way through a vintage so complex that tasting was surely a necessity. With such a heterogenous vintage, pricing strategies should logically also be extremely varied, making the potential successes of 2021 sales difficult to predict. Nonetheless, here’s what we know:

• Wine Lister’s annual Bordeaux study reveals that confidence in Bordeaux us up. Respondents increased ratings on last year for three quarters of the wines included in our study – after so many trade members have been reminded of the joys of tasting in situ, both these elements could contribute to campaign positivity and momentum, with merchants backing those properties they historically believe in, and/or were indeed impressed by during en primeur tastings
• 2021 appears to be a vintage that speaks from the soil, so imparting knowledge of the best terroirs to customers should help to create demand for the best-performing wines in general
• Outside of focusing only on the very best, 2021 may be a vintage for pleasant surprises – the fresher, lower-alcohol, and more classical style of wines certainly garner appeal from traditional palates, so any merchant or collector seeking this style of drinking experience in the near to mid future could do well in seeking out some of the better-value wines hailing from this complicated campaign

Wine Lister’s wine-by-wine analysis of this year’s campaign is available in email newsletter form through a Pro+ subscription. For more information on this, please contact us.