bordeaux 2011 en primeur campaign: missed chances

One word to describe the Bordeaux 2011 En Primeur campaign: shambolic.

Some more words: gross mismanagement. Short sighted. No vision or direction. No timing. No respect whatsoever for the merchants and more importantly, the consumer. An absolute shambles.

Who’s to blame? The Chateaux for not listening? The courtiers (the guys who are the go between Chateaux and French Negociants) for not being able to make a market, which is what they are supposed to do and are handsomely paid for?

5 tips for a successful en primeur campaign...

Every year, merchants and buyers alike get excited about the prospect of En Primeur, even in lesser vintages – for merchants, an opportunity to go and try the new wines that the Chateaux have spent the past year working hard on producing, chatting to the owners about the vintage; its difficulties and challenges, and then trying to gain an understanding of it all.