Bordeaux 2025: Can the Bordelais make their wines irresistible again?

There’s been something of the stench of death around en primeur of late.

In early April, Decanter ran a story with the suitably dramatic declaration that: ‘If the Bordeaux 2025 campaign isn’t successful then en primeur is dead!’

The source of that quote was Edouard Mouiex, owner of the négociant Ets Jean-Pierre Moueix, which distributes top Bordeaux to more than 500 importers.

Or there was the analysis from Bordeaux Index in the May issue of Decanter, which likened recent campaigns to ‘a zombie franchise’ that was ‘hard to kill’.

Fine wine marketplace, Liv-ex, said in its pre-campaign report: ‘We are all rooting for the en primeur system… But, its longevity and success are by no means guaranteed.’

Doom and gloom over en primeur is nothing new. Successive years have brought repeated warnings around rising prices, a broken system, low customer sentiment, négociants on the brink of collapse, piles of unsold stock in cellars and warehouses.

It’s hard, though, to quantify how stretched exactly the system really is.

How much relief has the non-Bordeaux component really brought to négociants account books? How much stock are we actually talking about?

The warnings are dire but the hard facts are scarce. Push someone on what they actually know and they get all tight-lipped. One is merely left with the vague sense of the Damoclean but rarely a palpable threat of the sword.

At this point, all one can do is shrug and see if adding one more card will bring the whole house crashing down.

Here then are some things we do know as this new campaign begins.

Losing friends and allies

Last year’s campaign was dire. The 2024s were a reasonably solid if unspectacular set of wines offered with substantial cuts on the 2023s.

And yet, said Liv-ex, ‘several of our members [reported] declines of over 50%.’

Château Lafite Rothschild 2024 was the cheapest vintage of the first growth available on the market. In quite limited quantities too.

But, ‘it remains readily available’, added Liv-ex.

It’s not just long-term wine collectors who have felt let-down by the process, it’s the people selling the stuff too – nominally Bordeaux’s stalwart allies.

With sales in the doldrums meaning its waning importance as a headline sales event, frustration with en primeur has become more openly manifest among leading merchants in the UK and the US.

It started with little acts of rebellion – refusing to buy certain wines or openly expressing disappointment with certain offers and has grown from there.

As Liv-ex noted, last year merchants took increasingly stronger stances, ‘most cutting their purchasing significantly or buying solely on request, others publicly abandoning the system altogether’.

And it seems this is going to be the case this year as well, with reports of major merchants slashing their buying budgets and drastically limiting the number of wines they intend to offer.

Just when Bordeaux is starting to need it most, its open avenues to market are shrinking before its eyes.

Additional concerns

Then there is the overall economic situation. Looking again at last year’s market overview, things arguably felt a little bleaker.

The threat of US tariffs on European wines felt especially destabilising last year but, while they are now in place, one can at least plan around them. Even if, predicted Liv-ex, US participation will probably be limited as a result.

But there’s no doubt people are not feeling flush. There’s lethargy and caution in languid measure.

The war with Iran and subsequent standoff in the Strait of Hormuz gave financial markets a shock earlier in the year though the situation looks a little less choppy at present.

Bordeaux Index commented that: ‘Buyer sentiment remains weak and, in this era of omni-crises, only a fool would assume the outlook will surprise on the upside.’

Finding bright spots

None of the above exactly sets this year’s campaign up for a strong start. But there are a few positives to be found.

Market conditions are improving – The fine wine secondary market appears to have arrested its deep decline which means prices are less volatile.

Liv-ex noted that: ‘As the Bordeaux 500 moves its way out of (technical) oversold territory, price stability (rather than rapid rises) is likely.’

This is somewhat positive for the new vintage as it gives it a chance of offering some value relative to older wines rather than immediately looking overpriced.

It’s a good vintage – It really is. Maybe not great, and many commentators seem torn on exactly how good it really is – there are many comparisons being made to recent notable vintages such as 2022, 2019 and 2016 – but it’s certainly a BIG step up from 2024.

Despite some tough conditions, there is broad agreement that the good wines are going to be very, very drinkable.

The exchange is in collectors’ favour – if you’re not buying in euros that is. But recent strengthening of the US dollar and sterling increases the purchasing power in two core markets.

And, noted Liv-ex, if the Bank of England holds interest rates while European Central Banks cut, that purchasing power may strengthen further.

Possibility for ‘bargains’? – All things being relative of course but if prices don’t move much from last year’s heavily discounted level… there’s the chance to pick up some top wines for a song.

It’s a small vintage – Very small actually. Last year it was announced that 2024 was the smallest yield since the frost-struck 1991. That title lasted until, well, 2025.

Overall production in 2025 was well under half that of 2016 (admittedly a big vintage) and production at some estates is miniscule. As well as very limited quantities of first wines, a few estates won’t even be producing second wines at all, including Cheval Blanc and Ausone.

Now, this does raise problems for the Bordelais – see below – but as Bordeaux Index said, ‘in a market still grappling with excess supply, it may prove helpful [to prevent further over-supply].’

And from the Bordelais point of view it somewhat puts the ball back in your court. If you want it (and the price is right) you may not want to hang around.

If the price is right

Which brings us on to that ultimate thorny question of every en primeur campaign – the price.

The mantra of commentators and more vocal merchants like Liv-ex and Bordeaux Index respectively is always along the lines of ‘listen to the market’ and ‘pricing must reflect reality’.

The simple fact is that Bordeaux producers are in a bind this year. The wines are better than last year but with expectations and buyer confidence ‘muted’ there’s very little room for rises.

Anything over 15% probably risks all-out mutiny. And this is a vintage that the Bordelais need to sell.

As mentioned above it’s a very small vintage. And while small vintages can involve higher quality wines (as this one proves) as Bordeaux editor, Georgie Hindle, has been at pains to stress, there comes a point where small vintages don’t become commercially viable.

This was the case last year as well, and we’re now in a string of several small vintages in a row.

After a while, the cost of production – expensive sorting machines, labour to pick grapes, new barrels (close to €1,000 a pop now) etc. etc. – starts to add up and outweigh the return being achieved.

If you’re being hard-nosed you might shrug and say that’s the price of past mistakes. A longer-term approach to pricing strategies and building relationships would have been the sensible option, rather than chasing the quick money.

But there’s always room to make right and the first two releases of this campaign – Château Pontet-Canet and Château Batailley – suggest Bordeaux is once again willing to make amends.

Learn the hard lessons

The campaign has just begun of course. If this is going to be a quick campaign (as some think) then there is always a danger that momentum starts to see prices rise and positive early murmurs turn to disinterested grumbles by the mid-to-late point.

The Bordelais need to bear in mind that market stability is not full recovery and, said Liv-ex, ‘it is tenuous, contingent on supportive geopolitical and economic conditions and the perseverance of buyers’.

Bordeaux Index laid out a reminder that, ‘today’s buyer is better informed and more selective than ever,’ referencing the shift in buying habits to other French, Italian, and global fine wines that have taken such a chunk out of Bordeaux’s market share in recent years.

‘Bordeaux isn’t essential,’ it concluded, ‘but it can still be irresistible.’

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