Bordeaux Index to entice fine wine investors with imperial en primeur collection

Offer designed as way for buyers to “re-evaluate” approach to campaign

Bordeaux Index to entice fine wine investors with imperial en primeur collection

Fine wine merchant Bordeaux Index is looking to attract investors with an imperial collection of Left Bank Bordeaux from the latest vintage, industry magazine the Drinks Business has reported. The move follows this month’s conclusion of the controversial en primeur campaign, which was defined by quality wine and high prices.

The Drinks Business reported this week that Bordeaux Index’s collection called ‘60 Litres of Pleasure,’ priced at £4,875, featured a six-litre imperial from 10 of the leading estates on the Gironde’s Left Bank, namely Cos d’Estournel, Ducru-Beaucaillou, Duhart Milon, Grand-Puy-Lacoste, Léoville Las Cases, Léoville Poyferré, Montrose, Pichon Baron, Pichon Comtesse and Pontet-Canet.

“Ten imperials, that’s 10 great parties,” the fine wine merchant’s head of marketing Giles Cooper told the magazine. The offer follows a first growth “Imperial Collection” which included an imperial bottle from Haut-Brion, Lafite, Mouton-Rothschild and Margaux’s last year’s vintages priced £6,950. Cooper noted that about a dozen sets from each collection had been snapped up, adding that there was “still some way to go” with the latest offer.

The imperial offer follows the recent conclusion of Bordeaux’s en primeur campaign which yielded mixed reactions in the fine wine investment world, with comments ranging from ‘glad it’s over’ to ‘applaud’. The campaign, however, generated interest in North America and Asia, with buyers benefitting from this year’s weakness of the euro against other currencies.

Bordeaux Index’s Cooper told the Drinks Business that the imperial collection offered a way for fine wine buyers to re-evaluate how they had approached the en primeur campaign. He pointed out that it was a way for selling based on appeal, rather than on focusing on prices upon release and comparing them to prices of earlier vintages.

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