As Bordeaux wraps its 2024 primeurs week, buyers are calling for a hefty 31 percent price cut to reignite demand for en primeur releases. After a 19 percent average reduction last spring, négociants and merchants warn that only sharper discounts will restore the classic quality‑to‑price balance and free up working capital.
The push for steeper rebates comes from some 50 leading fine‑wine traders surveyed during tastings of the new vintage. They argue that subdued global purchasing power and increasingly cautious importers won’t commit without a clear signal on pricing. A 31 percent ceiling on release prices, they say, would finally make Bordeaux’s top labels competitive again.
Yet châteaux and brokers remain wary. The 2024 harvest was costly and constrained by mildew and heavy rains, shrinking volumes and driving up production costs. Many estates fear that slashing en primeur rates across the board could erode brand equity and fail to boost sales—just as last year’s near‑20 percent cuts did little to clear cellar stock.
Beyond pricing, Bordeaux’s future hinges on fresh strategies to engage younger collectors. Events, immersive tastings of older vintages and more accessible second‑wine branding are in the works to broaden appeal. With global uncertainty still high, this spring’s discount debate may prove pivotal: the region’s market rebound could rest on whether châteaux dare to meet buyers where they stand.