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Bordeaux 2021 En Primeur least successful in recent times

The Bordeaux 2021 En Primeur campaign has been deemed 'one of the least successful of recent times' by Liv-Ex after high hopes at the start that this year's campaign would 'energize' the market.

The difficult 2021 vintage, with mixed results, followed on from a string of good vintages and a world economy heading for recession, so it was thought the 2021 would be an opportunity for prices to reset.

However, according to Decanter magazine, it appears that maintaining pricing levels and restricting stock may be regarded as part of a process of preserving brand equity for those on the inside looking out. But for those on the outside looking in, it appears nonsensical, self-defeating and, ultimately, a reason to stay away.

Prices were on average 20% higher than the 2014 vintage, the closest comparable vintage. This has resulted in sales falling by up to 60% according to a poll by wine merchants conducted by Liv-Ex and in some instances, sales of usually bankable wines crashing to almost zero.