Every year in the wine world, it is THE unmissable event of April, the moment when 6,000 people, professionals and enthusiasts from around the world, converge on Bordeaux to taste the vintage still in the process of aging and not yet available for sale. In this year 2021, the event was also exported worldwide (Paris, Singapore, New York, etc.) to limit travel, due to the pandemic.
But where does this tradition come from, how does it work, and what are its objectives ?
At the origin of the Primeurs
If the origin of the Bordeaux Primeurs dates back to the 18th century, the concept was at the time only reserved for professionals who bought the grapes from the estates before the harvest. The modern version as we know it today dates back to the early 1980s. It was indeed during this period that the Baron Philippe de Rothschild decided to organize tastings of the vintage in the process of aging directly at the Château.Gradually, the idea attracted other owners of Grands Crus in the region, and from 1982, the event was institutionalized. The modern concept of Bordeaux Primeurs was born.
The operation
At the end of April 2021, it was the 2020 vintage that was tasted as a preview by professionals (merchants, brokers, journalists, etc.) and some informed enthusiasts. The objective of this tasting is simple: to provide a qualitative trend of the wines and more generally of the vintage.The exercise is not an exact science and tasters must use a certain amount of imagination to project the possible evolution of wines that at this stage have a strong tannic base and are not yet stabilized (as the aging process is not complete). Few people are truly capable of imagining what these " juices " will become in 10 to 20 years, and forecasts often remain uncertain. Yet, it is these assessments that will (in part) determine the prices at which the châteaux will offer their " en primeur " vintages a few weeks later.
Once the prices are set, the sales system of the Bordeaux marketplace is activated : the Châteaux then pre-sell the desired volumes through brokers in the form of allocations to the merchants they choose to work with. These merchants, in turn, are responsible for pre-selling the wine worldwide to restaurants, wine shops, e-commerce sites, and other outlets, which will receive their purchases only 12 to 18 months later, once the aging process is complete.
While the en primeur sale only concerns 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 that take advantage of the event to introduce their wines to the professionals present during this event.
Tasting of several wines en primeur
The advantages of buying en Primeurs
But then, buying en primeur, is it really that interesting for the end consumer ? If it can be an opportunity to secure a few bottles of rare vintages, it can also allow for certain savings even if nothing is guaranteed.Indeed, while significant discounts existed in the 1980s, the gaps have tended to narrow in recent years (particularly for the major Châteaux), and consumers no longer systematically benefit from a lower price when purchasing en primeur compared to the actual market 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 inflows even before finalizing the production of their wines. Furthermore, the Primeurs are also a superb way to communicate and generate buzz for the estates.
Conclusion
If the Primeurs system offers benefits for the consumer (reserve of rare vintages, price deals, perfect wine traceability), the organization of the event also benefits the major Châteaux by securing their cash flow and gaining media attention. In any case, the event remains globally followed and generates a dynamic atmosphere within the Bordeaux region that can benefit other properties.
Finally, while this system is unique to Bordeaux, other regions (Burgundy, Rhône) and estates have also adopted this practice in recent years and present their wines en primeur.
If you are interested in Bordeaux Primeurs, do not hesitate to contact La Cave Éclairée to guide you in your choices !
