This first-of-its-kind report by Decanter unravels key motivations, preferences and concerns held by hundreds of Bordeaux en primeur buyers around the world. It draws on extensive survey data to examine why people buy en primeur wines, when they start, how much they buy, how they make their decisions and who influences them.
The results are compiled and analysed in a 28-page report that makes essential reading for anyone involved with Bordeaux. For merchants and châteaux in particular, the data reveals potential opportunities to unlock value by adapting their existing offering and business strategies to better meet buyers’ needs.
At Decanter, we believe that understanding those needs in as much depth as possible is crucial to the Bordeaux en primeur system remaining relevant for decades to come.
What does the report contain?
Data includes a decade of en primeur buying history, including number of cases bought and average prices paid, for all Bordeaux vintages between 2000 and 2010 inclusive. Figures are based on responses from more than 800 consumers worldwide, and the report offers both global statistics and a regional breakdown.
Other key charts cover all steps of the buying process, covering the most popular Bordeaux appellations, how consumers choose and use merchants, how often they value their portfolios and how the heavyweight critics of Jancis Robinson MW, Robert Parker Jnr and Decanter itself, rate against each other.
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Cost: £185, this includes Free Worldwide postage & packaging
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Written by Decanter