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12 January 2012 'Pricing restraint' could help Burgundy succeed

The success of Burgundy could depend on producers refraining from putting up their prices too high, they have been warned.

Burgundy growers will expect a strong en primeur season this year thanks to the growing interest from China, which could encourage them to raise their prices, particularly as the 2010 is regarded to be a good year.

However, supply is low. The Burgundy 2010 harvest is about 30-40 per cent smaller than 2009, the Drinks Business reported, so prices could increase by around ten per cent.

Christophe Thomas, export director for Joseph Drouhin, told the news provider: "If you look at Bordeaux 2008, investors are losing money right now and the Chinese don’t want to lose face. At least Burgundy is rare and yes, the price are high, but they have stayed quite stable."

Highlighting the interest Burgundy is receiving, a case of Romanee-Conti 1990 Domaine de la Romanee-Conti last year sold for HK$2.32 million (£190,000), a record for the vintage.

Posted by Brian Hughes

 

 Category: China

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