Each year in the world of wine, it is THE must-attend event of April, the moment when 6,000 people, professionals and enthusiasts from all over the world, converge on Bordeaux to taste the vintage still in the process of aging and not yet available for sale. In 2021, the event was also exported around the world (Paris, Singapore, New York, etc.) in order to limit travel, due to the pandemic.
But where does this tradition come from, how does it work, and what are its objectives ?
The origin of the En Primeur system
While the origin of the Bordeaux En Primeur dates back to the 18th century, the concept at the time was only reserved for professionals who bought grapes from the estates before the harvest. The modern version as we know it today dates from the early 1980s. It was during this period that the Baron Philippe de Rothschild decided to organize tastings of the vintage still in the process of aging directly at the Château. Gradually, the idea appealed to other owners of Grands Crus in the region and from 1982, the event became institutionalized. The modern idea of Bordeaux En Primeur was born.
How it works
At the end of April 2021, it was therefore the 2020 vintage that was tasted as a preview by professionals (merchants, brokers, journalists, etc.) and some knowledgeable enthusiasts. The objective of this tasting is simple: to set the qualitative trend of the wines and more generally of the vintage. The exercise is not an exact science and tasters must use a certain imagination to project the possible evolution of wines that at this stage have a strong tannic structure and are not yet stabilized (as the aging is not finished). Few people are truly able to imagine what these “ juices ” will become in 10 to 20 years, and the forecasts often remain uncertain. Yet it is these assessments that will (in part) determine at what prices the châteaux will offer their “ en primeur ” cuvées a few weeks later.
Once the prices are set, the sales system of the Place de Bordeaux gets underway : the Châteaux then pre-sell, through brokers, the desired volumes in the form of allocations to the merchants with whom they choose to work. The latter will in turn be responsible for pre-selling the wine worldwide to restaurants, wine shops, e-commerce sites, and other retailers, who will only receive their purchases 12 to 18 months later, once the aging process is complete.
While en primeur sales account for only 5 to 10% of Bordeaux production (mainly the Grands Crus Classés, some of which sell their entire harvest en primeur), it also has a significant leverage effect on smaller châteaux who take advantage of the event to introduce their wines to the professionals present during this event.
Tasting several wines en primeur
The advantages of buying En Primeur
So, is buying en primeur really that interesting for the end consumer ? While it can be an opportunity to secure a few bottles of rare cuvées, it can also allow you to make some savings even if nothing is guaranteed. Indeed, while in the 1980s there were significant discounts, the gaps have tended to narrow in recent years (especially on the great Châteaux) and the consumer no longer systematically benefits from a lower price when buying en primeur compared to the actual release of the wines 12 to 18 months later.
This system is nevertheless a real advantage for the estates ! Indeed, it allows the Châteaux to benefit from cash flow even before having finalized the production of their wines. Moreover, the En Primeur campaign is also a great way to communicate and generate publicity for the estates.
Conclusion
While the En Primeur system offers benefits for the consumer (reserving rare cuvées, price deals, perfect traceability of the wines), the organization of the event also benefits the great Châteaux who secure their cash flow and generate media coverage. In any case, the event remains followed worldwide and generates a vibrant energy within the Bordeaux region that can benefit other estates.
Finally, while this system is unique to Bordeaux, other regions (Burgundy, Rhône) and estates have in recent years also adopted the practice and now present their wines en primeur.
If you are interested in Bordeaux En Primeur, do not hesitate to contact La Cave Éclairée so that we can guide you in your choices !
