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Futures 2016: Is Bordeaux Finally Listening to Its Clients?

April 28, 2017

Bordeaux has launched its futures campaign for the 2016 vintage and the wines are drawing comparisons to classic vintages like 2000 and 2005. But will American consumers play a sizable role in the campaign as they did for those past years?

Second-growth Château Cos-d’Estournel opened the en primeur campaign for red wines on April 24. Sauternes estates Châteaus Coutet and Guiraud have also released their futures. In all three cases, the vintners held stable on their 2015 pricing. If other châteaus follow their lead, this could mean a reboot to the Bordeaux en primeur system.

The question remains whether stable pricing is enough to bring consumers back. Bordeaux futures are based on a fundamental premise: The initial price offered by the châteaus will likely represent the best price consumers see. By the time bottled wines reach retail shelves, the cost could be much higher, and the top wines could be harder to find, if the wines find demand to match their potential quality. The 2016 vintage offers the kind of quality that should appreciate. But will it draw consumers? Wine Spectator has the full story.


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