A History of Bordeaux En Primeur: The Legacy of Futures
With the Cult Wines team recently returning from Bordeaux En Primeur week, there is no better opportunity to reflect on what this time-honoured campaign represents, where it began, and why it continues to captivate the global fine wine world. As the first releases of the 2024 vintage begin to emerge, anticipation is building once again. Merchants, critics, investors, and enthusiasts are assessing young wines still in barrel, forming early impressions and considering where to place their confidence in a vintage that is only just beginning to reveal its potential.
En Primeur is a ritual that shapes the rhythm of the Bordeaux calendar. Each year, it offers a glimpse into the region’s future while drawing on centuries of tradition. For the estates, it is a way to generate early revenue and establish market position. For the consumer, it offers the chance to access wines that may later be scarce or more expensive. For the trade, it is a balancing act between risk, reputation, and potential reward.
Yet beyond the swirl of samples and headlines lies something more enduring. The En Primeur system continues to evolve thanks to the active role of modern merchants such as Cult Wines, who bridge tradition with innovation and provide global collectors with access, insights, and pricing transparency. The En Primeur system is not just a feature of Bordeaux commerce. It is a living part of wine history. Its origins go back hundreds of years, shaped by merchant networks, noble titles, economic shifts, and modern media. It has weathered wars, revolutions, shifting tastes and financial crashes. Depending on who you ask, it is a system that continues to deliver value to many, though not without debate over how it should evolve in a changing market.
This article takes a step back from the noise of the current campaign. As we taste our way through the 2024 vintage, we will explore the roots of En Primeur, how it grew, who influenced it and why it still matters. From the dusty records of medieval trade to the digital bidding platforms of today, the journey of Bordeaux En Primeur is as much about people and power as it is about wine.
Let’s start by exploring how the system works in practice.
The Origins of Bordeaux En Primeur
En Primeur in the 18th and 19th Centuries
En Primeur Becomes Institutionalised
Bordeaux En Primeur – The Modern Era
Critic Power and the Evolution of Influence
Technology, Transparency and Transformation
The Cultural and Global Impact of Bordeaux En Primeur
Controversies, Criticisms and Calls for Reform
What Is En Primeur?
At its core, En Primeur is a system of buying wine before it is bottled and released onto the general market. It is sometimes referred to as buying ‘wine futures’, a term borrowed from the commodities world, though the parallels are more poetic than technical. The idea is simple: buyers commit to purchasing a wine while it is still in barrel, often more than a year before final bottling. In return, they may receive preferential pricing, early access, or guaranteed allocations of sought-after wines.
The En Primeur process follows a relatively fixed rhythm. In the spring following the harvest, Bordeaux estates present unfinished samples of their latest vintage. These are tasted by critics, merchants, and journalists, who offer early impressions and, crucially, scores. Over the following weeks, estates begin to release prices for their wines, usually through the Place de Bordeaux, a network of brokers and négociants who distribute wines across the globe. Merchants then offer the wines to their clients, with allocations often based on longstanding relationships and prior purchases.
From a producer’s perspective, En Primeur can be a valuable financial tool. It provides cash flow well before the wine is bottled, let alone sold at retail. For consumers and collectors, it offers the promise of getting in early, potentially at prices that may rise by the time the wine is physically released. However, not all vintages appreciate in value, and not all wines are easy to resell, which is why the system carries risk as well as reward.
The concept is almost uniquely associated with Bordeaux. While other regions have experimented with pre-release campaigns, few have matched Bordeaux in scale, structure, or influence. En Primeur is deeply woven into the way the region functions, reflecting both its long history of commerce and its modern ambitions to stay relevant in a globalised market.
As we will see, the system did not appear overnight. To understand where En Primeur came from, we need to look back far beyond the châteaux gates and into the early history of Bordeaux as a wine-producing and wine-trading region.
The Origins of Bordeaux En Primeur
To understand the roots of En Primeur, we must begin not in a château tasting room but in the muddy port of Bordeaux during the Middle Ages. Long before modern wine critics and international markets existed, Bordeaux’s position as a wine trading hub was already firmly established. Its success was not just about grapes but geography, politics, and timing.
By the 12th century, Bordeaux had become a key player in the wine trade, largely thanks to the marriage of Eleanor of Aquitaine to Henry II of England in 1152. This union brought Aquitaine under English control and, with it, preferential access to English markets. Bordeaux wines flowed steadily across the Channel, and by the 13th century, they dominated the London wine scene. The term claret, still used in the UK today, comes from the lighter red wines exported during this era.
These early exports often involved advance agreements between wine producers and merchants. In return for financing the harvest or transport, merchants secured wine allocations before bottling or, in those days, before the wine had even finished fermenting. This early form of forward selling wasn’t yet called En Primeur, but the basic idea was already in motion: funding production through future sales.
The négociant system began to take shape in this context. Rather than estates selling directly to consumers, a network of traders, courtiers and brokers managed the flow of wine from producer to port, often taking possession of the wine well before it was aged or bottled. These intermediaries were essential in smoothing trade and mitigating risk, particularly in a world where transportation was slow, payment unreliable and harvests uncertain.
By the 17th century, Dutch and German merchants had joined their English counterparts in the Bordeaux trade, further entrenching the role of intermediaries and adding to the region’s commercial dynamism. Advances in winemaking, such as more consistent fermentation and the introduction of sulphur, improved wine stability, allowing for longer ageing and broader distribution. Still, much of the wine was sold well before it was matured – an echo of the system we now call En Primeur.
While the wines of that era were quite different from today’s fine Bordeaux, the economic model behind their sale was already rooted in early commitment and mutual trust. The groundwork had been laid for a future system where reputation, timing, and forward purchase would all carry weight.
We will explore how this early trade developed into something more structured during the 18th and 19th centuries, as Bordeaux’s estates became more formalised and classification systems began to define the market.
En Primeur in the 18th and 19th Centuries
As Bordeaux matured into a global wine region during the 18th and 19th centuries, its commercial practices began to shift from informal arrangements into something far more structured. The foundations laid by medieval trade deepened, and the system that would become En Primeur started to resemble its modern shape. This was the era when Bordeaux wine began its transformation from a commodity into a symbol of status and investment.
In the 1700s, the trade routes between Bordeaux and northern Europe grew increasingly sophisticated. Britain remained a key market, but Dutch, German and Scandinavian buyers were also firmly in the mix. The region’s négociant class became more powerful, serving not just as buyers but also as financiers, storage agents and brand-builders. Wines were still shipped in barrels, and quality control varied widely, but some estates had begun to establish individual reputations.
This period also saw the slow emergence of the château identity. While many wines were still blended across different plots, some properties began bottling under their own names, especially in the Médoc. Families like the Ségurs at Lafite and Latour began to cultivate reputations that reached beyond France. The best wines fetched higher prices, and merchants began to compete for future access – again, echoing the principle of advance sales.
One of the most important developments of the 19th century came in 1855 when Napoleon III requested a classification of Bordeaux’s top wines for the Exposition Universelle in Paris. The result was the famous 1855 Classification of the Médoc and Sauternes, which ranked wines from First to Fifth Growth based largely on price and reputation. Although intended as a snapshot, it quickly became entrenched. Many of the names on that list still dominate En Primeur campaigns today.
The classification helped codify quality and prestige, which in turn made early purchases more appealing. If a wine was ranked among the First Growths, it carried weight – and buyers were more inclined to commit before tasting a final product. Merchants and brokers would place orders with estates months or even years in advance, particularly for wines with established reputations.
It was also during this period that stories began to circulate of merchants buying entire barrels on the strength of a name or vintage alone, knowing they could command high resale prices once the wine was bottled. This marked a significant shift from bulk wine trade to brand-driven commerce, setting the stage for futures trading as we recognise it today.
As Bordeaux’s reputation grew, so did the complexity of its trade. But it remained an ecosystem built on trust, timing, and networks. The En Primeur system may not yet have had its modern label, but its defining elements were firmly in place.
We will next look at how the 20th century helped to formalise the system further, turning En Primeur into a regular campaign and, eventually, a global event.
En Primeur Becomes Institutionalised
The 20th century brought immense change to Bordeaux, reshaping both the region and its approach to selling wine. Wars, economic upheaval, and the rise of new markets all played their part. Yet, through these turbulent decades, the principles of advance wine sales solidified into something more organised. By the late 1900s, En Primeur was no longer a series of informal arrangements between merchants and estates – it had become a formal, annual campaign with global reach.
The early 1900s were dominated by instability. Two world wars, economic depression and the phylloxera crisis, had left Bordeaux in recovery mode. Many châteaux struggled with funding, and the trade depended heavily on longstanding merchant networks to stay afloat. In these years, early sales remained important, not as a speculative investment but as a lifeline. The futures model helped estates secure cash flow in uncertain times.
It was after the Second World War that the Bordeaux wine trade began to rebuild in earnest. By the 1950s and 1960s, a new generation of estate owners and négociants began to modernise operations. The practice of château bottling gained traction, allowing producers more control over quality and branding. At the same time, the use of barrels for ageing remained crucial, meaning there was still a window between harvest and release when advance sales could take place.
In the 1970s and 80s, En Primeur, as a structured campaign, began to take a clearer form. Châteaux started releasing wines to the Place de Bordeaux in an organised sequence, and tastings of barrel samples became more common. Merchants would visit the region in the spring following harvest to assess quality and place orders. By the 1990s, this had become an established ritual involving international buyers and media.
A major turning point came with the rise of influential wine critics, particularly in the United States. Robert Parker, founder of The Wine Advocate, played a defining role. His early and decisive scoring of Bordeaux wines during En Primeur tastings had a dramatic impact on prices and demand. A high Parker score could sell out an entire allocation overnight, while a lukewarm review might stall a campaign. His influence was so strong that estates began to adjust pricing, production and even winemaking in response to critic expectations.
With the growth of global wealth in the 1990s and early 2000s, En Primeur became a financial phenomenon as much as a wine tradition. Buyers from the UK, US, Japan and eventually China entered the market, not just to drink but to invest. Fine wine became an asset class, and Bordeaux was its flagship.
By the turn of the millennium, En Primeur was no longer just a mechanism for advance sales. It had become an event – carefully choreographed, intensely scrutinised and financially significant. It also became increasingly controversial, with questions emerging about pricing fairness, transparency, and the growing power of critics.
Next, we will explore how these pressures grew throughout the 21st century, bringing both boom years and periods of backlash and reshaping how the world engages with Bordeaux futures.
Bordeaux En Primeur - The Modern Era
As the new millennium began, En Primeur was riding a wave of momentum. Bordeaux’s leading châteaux had built global brands, fine wine was seen as an alternative investment, and the annual futures campaign had become a fixture on the calendars of merchants and collectors alike. At its height, En Primeur was not just a way to sell wine – it was a show of influence, a market-moving spectacle, and a benchmark of prestige.
This period saw several standout vintages that sent demand soaring. The 2000 vintage, marking both a new century and strong growing conditions, was met with enthusiasm. Then came 2005, a vintage widely considered exceptional, which reignited interest among seasoned collectors and brought new buyers into the fold. Prices rose, allocations tightened, and the buzz around En Primeur reached new levels.
But it was the back-to-back success of the 2009 and 2010 vintages that truly redefined the market. Both were rated as outstanding by nearly every major critic, and Robert Parker awarded numerous perfect scores. Prices skyrocketed. Some First Growth wines doubled or even tripled in value from one vintage to the next. New buyers from China entered the market with enthusiasm, fuelling further demand. En Primeur had become not just a source of early access but an instrument of wealth creation – at least in theory.
The reality, however, proved more complex. Many of those who bought at the peak of the 2009 and 2010 campaigns saw little to no return. Prices on the secondary market began to soften as early as 2011. Critics and merchants warned of overheating. Buyers grew wary of inflated release prices that offered little margin for appreciation. Even good wines became harder to sell if the pricing was out of line with the eventual bottled quality.
The 2010s brought correction. Vintages like 2011, 2012 and 2013 were less successful, both in the vineyard and on the market. Release prices remained high in some cases, but enthusiasm waned. Merchants were left with unsold stock, and buyers became more selective. The idea that En Primeur was a guaranteed path to profit began to fade.
Compounding the shift was the gradual withdrawal of Robert Parker from the scoring process. His influence had underpinned much of the earlier fervour, and while other critics stepped in, no single voice replaced him. The result was a more fragmented critical landscape, with mixed signals and less consensus on what was worth buying.
By the time the 2016 and 2019 vintages arrived – both strong in quality and better priced – En Primeur was at a crossroads. Some buyers returned, drawn by the improved balance of value and quality. Others stayed on the sidelines, unconvinced that the system still offered an edge over simply buying physical stock later. Meanwhile, some châteaux began experimenting with direct releases or altering their approach to pricing and timing.
The COVID-19 pandemic added further disruption. In 2020, travel restrictions meant that for the first time in modern memory, most critics and merchants were unable to taste wines in Bordeaux during En Primeur week. Samples were shipped across Europe and beyond, and virtual tastings became the norm. While the system adapted, the disruption laid bare its dependence on theatre and tradition.
Still, En Primeur endured. The strength of the 2022 vintage helped renew interest, and the 2024 campaign is now underway with cautious optimism. Yet, the dynamics have clearly shifted. Buyers are more informed. Markets are more transparent. And the idea of blind loyalty to a château or critic has somewhat faded.
What happens when producers decide to step away entirely? Not every estate believes that En Primeur is the best path forward – and some of the most famous names in Bordeaux have chosen to go it alone.
Rebels of the System
Although En Primeur remains central to the way Bordeaux markets its wines, not every producer has stayed loyal to the system. In recent years, several high-profile châteaux have decided to opt-out, challenging the idea that the futures campaign is essential for commercial or reputational success. Their decisions have sent ripples through the trade, raising questions about pricing, control, and the evolving role of Bordeaux’s top estates.
The most notable departure came in 2012, when Château Latour, one of the five First Growths, announced it would no longer participate in the En Primeur campaign. Instead, it would hold back its wines until they were fully aged and ready to drink, releasing them directly from the estate in small allocations. This was a bold move. Latour had been a cornerstone of the campaign for decades, and its withdrawal forced many to rethink long-held assumptions about how Bordeaux’s elite wines should be brought to market.
Latour’s reasons were clear. The estate wanted greater control over quality, provenance, and pricing. By selling mature wines directly, it could guarantee perfect storage conditions, eliminate grey market movement, and maximise margins. It also avoided the pitfalls of fluctuating market sentiment and critic scores tied to unfinished barrel samples.
Other estates have followed Latour’s lead, if not at all as completely. Château Léoville Las Cases and Château Pontet-Canet, for instance, have experimented with delayed releases or alternative allocation models. Château d’Yquem, the legendary Sauternes producer, chose not to release its 2012 vintage at all during the En Primeur campaign, citing concerns about market reception and pricing. Even among those still participating, some are becoming more selective about timing and quantities.
These decisions reflect broader shifts in the market. Top estates now have more tools at their disposal – direct sales platforms, global branding, and access to detailed market data. They are no longer reliant on the négociant system in the way they once were, and many feel empowered to chart their own course. At the same time, not all wines benefit equally from early release. Some argue that En Primeur encourages premature judgement based on wines that may change significantly before bottling.
The trade has had mixed reactions. Merchants lament the loss of reliable allocations and the disruption of longstanding sales cycles. Investors worry about missing out or losing access to prized labels. However, many also recognise that the traditional system no longer suits every producer, especially those with financial strength and global recognition who can act independently.
It is unlikely that En Primeur will disappear altogether. Too many estates rely on it, and too many buyers value the early access it provides. But the exits and experiments of top producers suggest a more flexible future, where participation is a choice rather than a given.
We step inside the experience of En Primeur Week itself – a unique ritual of tasting, negotiation and theatre that remains central to the system’s enduring appeal.
Inside the En Primeur Week
Each spring, just as the first signs of warmth return to Bordeaux, the region welcomes a rush of visitors for one of the most anticipated events in the wine calendar: En Primeur week. For producers, merchants, critics, and collectors, it is a concentrated period of tasting, talking and decision-making. The campaign may stretch over several weeks, but the energy, influence and theatrics of this particular moment are hard to overstate.
At the heart of the week are the barrel samples. These unfinished wines, drawn directly from the cask, are presented as a snapshot of the vintage’s potential. Châteaux invite guests to taste in situ, often in carefully prepared rooms where branding, hospitality and a sense of occasion are all part of the performance. Others present their wines at group tastings hosted by the Union des Grands Crus de Bordeaux (UGCB), where dozens of producers from a given appellation showcase side by side.
The samples themselves are not always identical to what will be bottled. They are blended early, often with more oak influence or polish than the final wine will show. Some critics and buyers have voiced concerns about how representative these samples really are. Nonetheless, they provide the only widely available indication of quality until the wine is bottled, so they remain central to the process.
For critics, it is a marathon. Over a few intense days, they taste hundreds of wines, often under tight schedules. The resulting notes and scores, published rapidly across international platforms, carry significant weight. A high rating can trigger demand within hours. A lukewarm review might stall a campaign before it begins. These judgements, though based on unfinished wines, often set the tone for the vintage’s reputation. Merchants watch closely. Many, as Cult Wines do, bring their own teams to taste and assess, comparing notes, discussing impressions, and trying to anticipate demand.
There is also a certain pageantry to week in Bordeaux. Producers host dinners, tastings, and informal meetings. Negotiations take place over lunches in Médoc gardens or right at the tasting table. International buyers fly in from Asia, the US and across Europe, often combining work with celebration. For Bordeaux, this is more than just commerce – it is a performance of confidence, continuity, and control.
Among the quiet chatter and wine-stained notebooks, there are always memorable moments. Stories circulate of critics mistaking blends, of journalists caught in torrential vineyard downpours, of merchants racing from Pauillac to Pessac in time to catch both morning and afternoon appointments. The atmosphere is intense but charged with a certain reverence. Everyone knows they are participating in something bigger than just another sales week.
We look more closely at the role of critics themselves. Their influence – how it emerged, evolved, and shifted – has shaped En Primeur in profound ways, often determining the fortunes of both wines and wineries.
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Critic Power and the Evolution of Influence
In few industries does opinion carry as much commercial weight as it does in fine wine. Within the En Primeur system, a critic’s score is more than just a guide – it can be the difference between a sell-out release and a sluggish campaign. Over time, the relationship between Bordeaux and its critics has become central to how the system works, with some critics acting almost as gatekeepers of demand.
For much of the late 20th and early 21st centuries, that power rested in the hands of one man: Robert Parker. The American lawyer-turned-critic founded The Wine Advocate in 1978, and by the 1980s, his palate was moving markets. His decisive backing of the 1982 Bordeaux vintage, which had divided opinion in Europe, helped cement both the vintage’s legacy and his own influence. From then on, Parker’s scores became a driving force behind En Primeur.
What set Parker apart was his independence from the traditional wine trade and his bold use of the 100-point scale. He rated wines early and without hesitation, often publishing his En Primeur scores within days of tasting. A Parker score in the high 90s, or even a potential ‘100’, could trigger immediate demand. Merchants would write offers citing his notes, and buyers from Hong Kong to Houston would respond accordingly. Châteaux followed his reviews closely, and some began to tailor their winemaking to suit his preferences – ripe fruit, strong structure, and noticeable new oak.
While Parker’s dominance was unmatched, he was not the only influential voice. Critics such as Jancis Robinson, James Suckling (then at Wine Spectator), Michel Bettane and others provided alternative perspectives, often with more restrained styles or greater regional sensitivity. Still, no one individual moved markets like Parker.
By the mid-2010s, Parker began to step back from reviewing Bordeaux, passing responsibility for En Primeur assessments to his colleagues, including Neal Martin, who was at The Wine Advocate at the time. This marked the start of a more decentralised era. Today, the landscape of influence is more fragmented. Major voices include Lisa Perrotti-Brown (The Wine Independent), Antonio Galloni (Vinous), William Kelley (The Wine Advocate), Jane Anson (Inside Bordeaux), and the enduring presence of Wine Spectator and Decanter.
This diversification has led to a more nuanced and competitive environment. Buyers now consult a broader mix of opinions, which can lead to less consensus but also less distortion. It has also reduced the likelihood of a single score dramatically inflating a release price, although perfect ratings still carry weight.
Social media, wine forums, and aggregator platforms have also been added to the mix. Today’s consumers are better informed and more connected than ever, able to access dozens of reviews and market insights before committing to a purchase.
While the era of single-critic dominance may be over, the importance of trusted voices remains. In a system based on unfinished wines and future delivery, confidence matters – and critics continue to provide that bridge between producer and buyer.
Next, we will look more closely at the economics behind En Primeur. How are prices set? Who benefits from the system? And why do some wines succeed while others stall?
The Economics of En Primeur
Behind the theatre of En Primeur lies a web of commercial logic. At its heart, the system is an economic mechanism, one that aligns the interests of producers, merchants, and consumers, at least when it works well. Understanding the economics of En Primeur helps explain why it persists, how prices are set, and where the risks and rewards truly lie.
For producers, the primary appeal is clear: early cash flow. By selling their wines while still in barrel, châteaux can fund operations without waiting the usual 18 to 24 months it takes to bottle and release. This lowers financial risk and reduces the need for external loans or credit. It also allows estates to evaluate market reception and establish positioning for the vintage, with pricing power shifting depending on the perceived quality.
Pricing begins with the château, often in close consultation with their brokers and négociants. The wines are first offered ex-négociant, meaning the price at which the château sells the wine to the Bordeaux trade. From there, wines are marked up slightly by négociants, then sold on to key export markets – London, New York, Hong Kong, and Singapore – who add their own margins before offering to end clients.
In theory, En Primeur prices are meant to offer an advantage. Buyers take on the risk of purchasing unfinished wines, but they do so at a price lower than the final retail release. If the wine performs well critically, or the vintage becomes highly regarded over time, this early investment can pay off, either as a financial return or as access to wines that may be unavailable later.
However, this value equation doesn’t always hold. During periods of strong demand or hype, some estates have released wines at levels close to, or even above, the expected retail price. In these cases, the risk shifts to the buyer, who may find themselves locked into a purchase with limited resale potential. The post-2010 correction made this issue more visible. Wines that had once flipped easily on the secondary market began to stagnate, and buyers became more cautious.
At the same time, châteaux have increasingly used release prices as a branding tool. A high opening price can signal confidence and reinforce prestige, even if it dampens short-term sales. Others take a more strategic approach, offering sharp value to build loyalty or secure placement in key markets.
For merchants, En Primeur offers both opportunity and complexity. Margins are often thin, especially for top-tier wines, but the campaign brings valuable client engagement. It is a chance to introduce new vintages, renew relationships and generate media attention. However, stock risk, currency fluctuation and delayed delivery timelines all need to be managed carefully.
For consumers, the appeal varies. Some are drawn by the excitement and access. Others approach it as a calculated investment. Yet more buyers are now comparing En Primeur prices with physical stock in the market, using data tools to evaluate real-time value. Transparency, once a challenge in Bordeaux, is improving – and that is altering how buyers make decisions.
Overall, the En Primeur model works best when pricing is aligned with quality and expectations. When estates price fairly and critics endorse the wines, the campaign can feel like a win for everyone involved. However, when prices overreach, or vintage quality is uneven, the system reveals its weaknesses.
How does technology reshape this landscape? By offering new ways to trade, track and evaluate wine futures in real-time.
Technology, Transparency and Transformation
Bordeaux is a region rooted in tradition, but it has never stood entirely still. As with many other parts of the fine wine world, the last two decades have seen technology reshape how En Primeur operates. From pricing data to sample logistics, from critic communication to buyer behaviour, the system has gradually become more transparent, connected, and responsive.
Perhaps the most important shift has been the rise of accessible market data. Platforms such as Liv-ex and Wine-Searcher have made it easier than ever for buyers to compare release prices with those of back vintages in real-time and across markets. This has reduced the information gap that once separated consumers from the trade, empowering buyers to assess value rather than rely on promotional language or guesswork.
Digital trading platforms have also introduced a more liquid and flexible approach to wine futures. CultX, for example, allows users to track offers, bids, and trade history across thousands of wines, including En Primeur releases. These platforms combine pricing analytics with critic scores and market performance, giving users a clearer picture of each wine’s positioning and price movement. They also provide greater transparency for resale, something that was once limited to traditional merchants or specialist brokers.
Critics, too, have embraced new tools. En Primeur reports are now published faster, with video summaries, live updates, and integrated tasting notes. Subscribers can compare scores across critics instantly rather than waiting weeks for print publications. This rapid feedback loop helps buyers make informed decisions early in the campaign while also encouraging accountability among producers.
Even the physical logistics of En Primeur have adapted. During the COVID-19 pandemic, châteaux began shipping samples directly to critics and merchants in multiple countries, ensuring continuity despite travel restrictions. This move, once unthinkable, has now become part of the regular playbook. Remote tastings, Zoom briefings and digital brochures have all played a role in broadening access.
For châteaux, digital tools offer better control and reach. Estate websites now feature technical sheets, vintage videos, and direct-to-consumer updates. Some producers use blockchain to verify provenance and track movement through the supply chain. Others manage mailing lists or offer wines through private digital allocations, reducing reliance on traditional intermediaries.
Still, not all parts of the system have modernised equally. Paper invoices, long lead times and opaque allocation processes remain common. Many buyers, especially at the entry-level, still find En Primeur confusing or intimidating. Bridging the gap between heritage and usability is one of Bordeaux’s ongoing challenges.
Technology has not replaced the human elements of En Primeur – the tasting rooms, the critic personalities, the trusted merchant relationships – but it has made the landscape clearer and more accountable. As tools become more sophisticated, the opportunity for a more informed and engaged buyer base continues to grow.
In the next section, we turn to the cultural side of En Primeur. Beyond the data and logistics, it remains a defining feature of Bordeaux’s identity and a symbol of the region’s global standing.
The Cultural and Global Impact of Bordeaux En Primeur
En Primeur may be a commercial tool, but it is also something more enduring: a ritual, a symbol, and a cultural export that reflects the character of Bordeaux itself. Over the years, it has become not only a way to sell wine but also a stage on which the region asserts its position in the world of fine wine. In many ways, the continued importance of En Primeur is as much about perception and presence as it is about price.
Each spring, the campaign acts as a reset for the global fine wine calendar. It is the moment when Bordeaux reminds the world of its relevance – through tastings, scores, price releases and media coverage. Whether the vintage is exceptional or average, the region commands attention. This visibility keeps Bordeaux at the centre of conversations that might otherwise drift to Burgundy, Champagne, or Rhône, for example.
For producers, participation in En Primeur signals ambition and seriousness. Even smaller estates, if included in the UGCB tastings or featured by key critics, gain access to global audiences. For those already established, the campaign reinforces their place at the top, offering a chance to shape the narrative before their wines ever reach a bottle.
The system also helps maintain Bordeaux’s distribution model, which is built on relationships with négociants, brokers, and merchants. This structure is unique in the wine world and has helped Bordeaux maintain broad international reach. En Primeur, by pushing large volumes through these channels at once, keeps the wheels of that network turning.
The global nature of the campaign has grown sharply over the past two decades. Where once the UK and US dominated demand, now buyers from Asia, particularly Hong Kong, mainland China and Singapore, are deeply engaged. En Primeur samples are shipped worldwide, critic notes are published in multiple languages, and merchants tailor their offers to different regions with increasing precision.
En Primeur has also inspired imitation, though not always with success. Other wine regions have experimented with pre-release campaigns, including some top Burgundy and Rhône producers and even a handful of Italian and Californian estates. But none have managed to replicate the scale, infrastructure or sustained global interest of Bordeaux’s model.
At the same time, the cultural appeal of the campaign remains strong. There is a certain theatre to En Primeur – an annual dance between tradition and modernity, commerce, and critique. For wine lovers, it offers a rare glimpse behind the curtain, a chance to engage with wines at their formative stage and to follow their evolution over time. For journalists and critics, it is a test of palate and stamina. For the region, it is a statement of identity.
In a world where so much has moved online, the endurance of such a tactile, seasonally bound event is notable. While other industries pivot to on-demand models and digital efficiency, Bordeaux continues to gather, taste and talk in person, reaffirming its culture as much as its commerce.
Next, we will explore some of the system’s more contentious aspects. Despite its prestige, En Primeur is not without criticism – from pricing issues to transparency concerns, there are voices calling for change.
Controversies, Criticisms and Calls for Reform
While En Primeur remains a cornerstone of Bordeaux’s commercial and cultural identity, it is far from universally admired. Over the years, the system has attracted its fair share of criticism – from pricing strategies and market fairness to concerns about sample manipulation and access. These issues have led many within the trade and among consumers to question whether the system still serves its intended purpose or if it is due for meaningful reform.
One of the most persistent criticisms centres on pricing. At its best, En Primeur offers early access to great wines at favourable prices. But too often, critics argue, châteaux have priced releases too close to or even above the level of comparable back vintages already available on the market. This undermines the incentive to buy early, particularly when buyers are asked to commit to wines that will not be delivered for one to two years and may still evolve in bottle. The campaigns of 2009 and 2010, while critically acclaimed, are often cited as the turning point when speculation outpaced sense.
Another source of frustration has been inconsistency in the quality and representativeness of barrel samples. Some critics and merchants have raised concerns about how samples are prepared, suggesting they may be “polished” for presentation – more new oak, tighter selection, or tailored blends that differ slightly from what ends up in bottle. While this is not universal, and many top estates take care to present honest samples, the perception of manipulation damages trust in the system.
Access is another issue. En Primeur remains a largely closed system, with allocations often going first to longstanding clients or preferred merchants. This creates a barrier for newer buyers and reduces flexibility in the resale market. Some estates have tried to address this by offering direct releases or holding back stock for later sale, but progress is uneven.
There are also concerns around transparency. The négociant and merchant system, while effective, can obscure final costs for the consumer. By the time wines reach buyers, prices may vary depending on region, currency, and supply chain. Without clear information, it is difficult for buyers to evaluate value, particularly for lesser-known wines or appellations.
Critics and commentators have proposed various reforms. Some suggest a return to more restrained pricing, particularly in weaker vintages. Others advocate for more accurate sample disclosure and broader access to critical assessments. A few have floated the idea of hybrid models, where part of the release happens En Primeur, and the rest is held for later allocation – allowing estates to gauge market reaction without locking in the entire vintage.
Despite these concerns, En Primeur continues to function, largely because of the prestige and liquidity it brings to the Bordeaux market. However, the pressure for greater fairness, transparency, and adaptability is unlikely to be eased. Buyers today are better informed and less forgiving of practices that feel outdated or exclusionary.
With markets evolving, critics diversifying, and producers experimenting, does En Primeur still have a place in the future of fine wine?
Is En Primeur Still Fit for Purpose?
As Bordeaux begins its 2024 campaign, there is a quiet question running beneath the swirl of tastings and the flash of press releases: does En Primeur still work? For some, the answer is a confident yes. For others, it is a qualified maybe. And for a growing number of observers, the future of the system depends on its ability to adapt to a changing world.
There is no doubt that En Primeur continues to deliver value to certain participants. For châteaux, it remains a strategic way to manage cash flow and test market sentiment. For established merchants, it is an opportunity to engage clients and move volume at scale. And for a subset of collectors and investors, it can still offer access, allocation, and upside – particularly in strong vintages or with undervalued estates.
But the challenges are mounting. Younger collectors are less likely to buy wines they cannot drink for years. Some buyers prefer to pay a premium for immediate delivery rather than navigate allocations or wait for bottling. Others are turning to regions with smaller, more transparent release systems. Even in Bordeaux, many châteaux now offer alternative routes to market – direct sales, mature releases, or limited parcels sold outside the campaign entirely.
The rise of data and trading platforms has also altered expectations. Buyers are more informed, and price missteps are quickly exposed. In this environment, a poorly judged release can damage a château’s reputation and stall demand. The result is a more cautious and calculated approach from all sides – critics, merchants, and consumers included.
There are also broader shifts at play. Climate change is altering the character of Bordeaux vintages, often delivering higher alcohol and earlier ripening. This is challenging the region’s historical benchmarks and may change how futures are assessed. Global economic uncertainty, from inflation to geopolitical instability, continues to affect buyer confidence. Generational turnover means that Bordeaux must compete not only with other regions but also with other luxuries – from spirits and watches to digital assets.
What might the future look like? Some believe the campaign will become smaller, focused on the top few dozen châteaux that still command global attention. Others envision a hybrid model, where part of the vintage is sold En Primeur and the rest held back for future release. Technology may allow for greater flexibility – smaller allocations, verified provenance, and even tokenised ownership – but only if the system maintains its trust.
Ultimately, the future of En Primeur lies in its ability to evolve while retaining its essence. It is not just a sales mechanism. It is a cultural statement, a moment of shared focus, and a link between producer and consumer that few other regions can replicate. If Bordeaux can balance tradition with innovation and transparency with prestige, then En Primeur may not only survive but thrive.
We will recap the journey of En Primeur, from its medieval beginnings to its present complexities, and reflect on what this centuries-old tradition reveals about the enduring relationship between wine, commerce, and time.
A Tradition That Still Holds the Future in Barrel
From medieval trade routes and merchant financing to global campaigns and critical scores, Bordeaux En Primeur has always reflected more than just the wines it seeks to sell. It is a living system shaped by the forces of commerce, culture, and change, and it is still evolving in response to the world around it.
Its origins lie in trust – between growers and traders, châteaux and négociants, buyers and brokers. That trust allowed a system of advance sales to take root, flourish, and define the rhythm of one of the most famous wine regions in the world. Over time, layers of structure were added: classification, critic influence, pricing strategies, and global distribution. Along the way, stories were written, reputations made, and fortunes won and lost.
En Primeur has not escaped criticism. It has, at times, been priced beyond its purpose, veiled in complexity, or skewed by speculation. Yet, for all its flaws, it remains compelling. At its best, it creates a moment of shared anticipation – a conversation between the past, present and future of Bordeaux. It rewards those who pay attention, and it offers a rare chance to engage with wine before it becomes finished, fixed, and fully defined.
Today, as the 2024 campaign unfolds, En Primeur stands at a point of balance. Not quite tradition, not quite innovation, it occupies a space that few other systems can claim. It is part of what makes Bordeaux Bordeaux – not only the wines themselves but the way they are introduced to the world.
What comes next will depend on how the region chooses to respond. Clarity, consistency and considered pricing will all play their part. So, too, will technology, access, and the next generation of wine lovers. But if history is any guide, Bordeaux will adapt – as it always has – and continue to hold the world’s attention, one barrel sample at a time.
