Wine Spectator Asks: Will Americans Buy 2015 Bordeaux Futures?April 27, 2016
Bordeaux’s 2015 wines are the vintage the wine trade has been waiting for. After several difficult years that have left négociants, retailers and consumers alike wondering if the en primeurs system is a relic, a promising vintage could resuscitate sales and enliven the futures system.
Wine Spectator senior editor James Molesworth has tasted 279 wines from barrel samples, revealing wines with depth and attractiveness. While the quality is not as uniform as Bordeaux might like—some Left Bank producers struggled with rains—the overall potential is high. Retailers say this could be the vintage to attract younger consumers and reboot the futures market.
But two questions loom as the campaign is about to start: Do the châteaus really want to sell their wines as futures anymore, with prices that will draw buyers and make it worth retailers’ putting energy behind the campaign? And will American consumers buy in significant numbers if prices are good?
“For there to be a successful 2015 campaign, prices have to be fair,” said Christian Navarro, president of Wally’s Wines & Spirits in Los Angeles. “That means room on the table for everyone.”
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