‘If the Bordeaux 2025 campaign isn't successful, then En Primeur is dead’ – Edouard Moueix

Edouard Moueix, owner of the négociant Ets Jean-Pierre Moueix, which distributes top Bordeaux to more than 500 importers across 87 countries, is under no illusions as to the significance of the impending En Primeur season.

And he is well positioned to know.

Something of a Bordeaux kingpin, his family also owns of a string of stellar properties on the region’s Right Bank, from the Pomerol estates La Fleur-Pétrus, Hosanna and Trotanoy to the St-Emilion Premier Grand Cru Classé Château Bélair-Monange.

Coming from such an authoritative source, it is a bold statement.

‘En Primeur is a wounded animal’

It is while in London to showcase his wines to the high-end clientele of Swiss fine-wine merchant Vintage Cellar that Moueix shares with me some candid reflections on the market.

‘En Primeur is a wounded animal,’ says the 49-year-old, citing the past three campaigns.

‘2024 was not a great vintage; 2023 was good but the volumes were huge, so there was no urgency; and the 2022 wines were fantastic but the prices were extremely high so it didn’t work.’

2025, he says, will be a ‘good-to-very-good-vintage’ across the board, with small volumes, which could help stimulate the market.

He predicts, with some confidence, that prices will be ‘very similar’ to 2024 – most likely with a modest increase, but for much better quality.

‘Put all those elements together, and it should be a successful campaign,’ he says. ‘If it isn’t, there’s a real problem.’

The hot, dry summer of 2025 yielded fewer but also smaller grapes, while the major rain events of the season were relatively localised.

As a result, says Moueix: ‘What I’ve tasted so far suggests the difference between the Left Bank and Right Bank. The elegance and controlled power on the Left Bank versus full-bodied and rounded juiciness on the Right Bank is more exaggerated this year.’

He expresses hope that En Primeur will be a relatively early and quick campaign – something that would further bolster the likelihood of a successful market response.

‘Our dream, as a négociant, is that the wines are all released by the time of [the trade show] Vinexpo in Hong Kong.'

This is set for the final week of May.

‘Worldwide crisis’

Moueix is adamant that Bordeaux producers know they need to keep prices down in a depressed market, but is keen to stress that the challenges are not just linked to the Gironde.

‘There's a massive crisis in wine all around the world,’ he says.

He is also quick to point out that it’s not just Bordeaux where prices have risen to an extent where consumers have been priced out.

‘I can’t afford to drink Burgundy anymore,’ he adds.

Though he is too diplomatic to say so, I sense a lingering frustration that Bordeaux has borne the brunt of price criticism compared to his counterparts in the Côte d’Or.

‘Bordeaux-bashing has become a national sport,’ he laughs. ‘There is a perception that Burgundy producers are always in the vineyard, while we are holed up in our big châteaux.’

Part of the problem, he believes, is that most Bordeaux producers don’t sell their wines themselves, which keeps them a step removed from the market.

‘What are they waiting for?’

Pouring Hosanna 2009 and La Fleur-Pétrus 2010 for the well-heeled customers of Vintage Cellar, however, Moueix says there is one trend for which Bordeaux producers should be grateful to Burgundy – the move to lower the age at which its wines are opened.

‘My grandfather never drank wines that were 50 years old,’ he said. ‘It’s only more recently that people started venerating wines of that age. Take the [Bordeaux] 2000s. That was a quarter of a century ago, yet some people still say they’re too young. What are they waiting for?’

Part of the reason, he says, is that the 1990s and 2000s yielded many ‘over-extracted’ wines which were ‘undrinkable’ on release.

‘That and the scourge of investment,’ he adds, which made such wines ‘better for the ego’.

Today, such hoarding is less in vogue, with consumers seemingly keen to broach wines earlier – a fashion that Moueix is pleased to see.

‘We should be drinking Bordeaux like Burgundy, at 10 to 15 years old. At 15 years old, you still have some fruit, but you have tertiary aromas too. The wine has found its balance. You have more pleasure.

'The older the wine, the more it loses its identity. With a 50-year-old wine, you’re lucky if you can even tell it’s from Bordeaux.’

‘100% Merlot… no faking it’

In general, however, fashion is not something of which Moueix takes heed. He remains a staunch champion of Merlot in the face of less-than-popular consumer perceptions – and viticultural challenges.

‘We’re very much into 100% Merlot for most of our properties,’ he says. ‘That way, there's no faking it. It’s the expression of a terroir through one variety.’

‘You can plant Cabernet Sauvignon wherever you want and you're going to produce a good to very good wine. There are very few places in the world where Merlot thrives and produces such a great level of quality and complexity, across an entire region, as it does on the Right Bank.’

That is something worth championing, he argues. And yet… ‘Most Right Bank wines are 80% Merlot and 20% Cabernet Franc, but all people talk about is the Cab Franc. Why?’

The one place where the Moueix clan does focus on Cabernet is Napa Valley, where Edouard’s father Christian, who turns 80 this year, still manages the family’s Dominus Estate.

The project, begun in 1983, provides the family with an even broader perspective on the global market – and things are no rosier in California, Edouard says.

A quarter of the grapes in the Napa Valley went unpicked last year, he claims, with producers unwilling to buy from growers when they couldn’t be sure of selling the final wine.

‘It’s not a pretty time for the US’

Meanwhile, political tensions mean the $1bn Canadian market, as well as pockets elsewhere, has all but disappeared.

‘It’s not a pretty time for the US,’ he says. ‘They’re hurting. It’s a big concern. We’re going to release the 2023 Dominus soon, and I’m not quite sure what to do.’

There are challenges beyond financial and political upheaval, he adds. ‘Our biggest competition in the US is drugs.’

‘Cannabis?’ I ask.

‘That and Ozempic,’ he replies, of injectable appetite suppressant. ‘Ozempic is a massive problem.’

It all makes for something of a perfect storm. Yet this dynamo of the Bordeaux scene is far from downbeat.

‘Wine is such a magical product. It makes you feel better, makes you more social, brings inspiration to your conversation, loosens boundaries. What other product can offer that?’ Certainly not Ozempic.

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