The 2024 Bordeaux En Primeur campaign comes amid a sharp market downturn, with leading producers like Lafite Rothschild and Angélus cutting release prices by 31% to their lowest since 2014 to attract hesitant buyers according to The Financial Times. A weak harvest, marked by heavy rain and cooler temperatures, along with abundant back vintages and cooling demand from younger collectors, has made this year’s campaign especially difficult. Liv-ex reports a 27% drop in value for recent top Bordeaux vintages over the past two years, while Bain notes that 65% of drinkers in top markets are moderating alcohol intake. As mature wines often offer better value, many high-end buyers are sitting out the 2024 vintage.
The en primeur model which was once the gateway to in-demand wines maybe losing relevance. Originally designed to give early access to top wines before price hikes, its appeal has faded as global consumption patterns shift and competition from Burgundy, Italy, and the U.S. intensifies. Bordeaux’s share of the fine wine trade has fallen from over 50% in 2014 to about 25% in 2023. Despite price cuts, merchant response has been muted. As Wine Lister’s Ella Lister notes, the system only works when it offers real value—something recent campaigns have failed to deliver.
