Buyer’s Spotlight: Bordeaux 2024

By Jason Millar

Published: 15 July, 2025

Imagine an annual sales campaign that generates excitement, shifts substantial stock and delivers cash benefits for both buyers and sellers, all while reinforcing brand positioning in a competitive market. Sounds good, right? Now imagine the opposite scenario: your annual push, instead of creating buzz, engenders negativity, damages your brand and disincentivises purchases, as new inventory gathers dust in a warehouse. That is the position Bordeaux finds itself in after a drab and misjudged 2024 en primeur campaign. The weather, scores and pricing have been well covered. The question now is: why are merchants still making the effort to sell the wines?

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