March and April were faced with a succession of electoral and then bordeaux “Primeur” campaign. After the results of the ballot box came the “results of vat”, very expected by the wine sector. Strange parallel between the political and the wine sectors, but I like to find similarities in concluding this period.
The bordeaux « Primeurs » campaign was bitter and complex
Debates about the quality of the 2013 vintage started early, even before the harvest, as some would say. I must say that the issue is important because after the prosperous years, the “Place de Bordeaux” suffers in some respects and would have needed a boost ! We could sadly believe that the weather was inspired by the economy. Indeed, since scandals about the weather in July, the trust of growers was low. Ultimately, they have even so harvested this vintage, despite they felt down.
Let there be no mistake, it was never a question to change course, but simply deal with climate deficits. The exercise with this 2013 vintage was not easy and wine growers had to be vigilant and know-how. Some people could say that this is a technical vintage, therefore relatively heterogeneous, but not so much regarding the quality.
The “Primeurs” campaign doesn’t arouse enthusiasm expected
Contrary to the political elections, we won’t say that wine traders have shown no interest in harvest. Nevertheless, there is still a real risk of abstention regarding consumers. To the wine sector, the “Primeurs” campaign remains a highlight of the wine year, allowing it to develop its trade policy for this new vintage. In chateaux you can taste and debate, but with a political restraint because it is in the interest of any person to throw discredit.
However, as at the assembly, lot of people talk in the backyard of these chateaux. Rest assured, it’s not my intention to compare it to hypocrisy, but we must recognize that while discussions are often more open… Indeed in these more intimate moments we dare speak of such allowances, exit price, taboo, still at the heart of concerns of all .
But the question is to know if the 2013 vintage will be easy to sell during the “Primeurs”. Besides China, that won’t be a good purchaser this year, as in 2012, the consumer will turn away “Primeurs”, like the voters ? Two reasons can explain this :
– During a period where the purchasing power is abused, we can legitimately think that some will ignore this vintage, waiting for a return to better fortunes.
– Disappointments of 1855 website have probably discouraged some wine lovers …
– Many people buy wines during “Primeurs” to speculative purposes; but the exit prices in recent years particularly regarding available wines on “la Place”, clearly raises the question of the value of investing during “primeurs”.
Again, as in politics, it’s important to display serenity by insisting on some indicators, such as quality – highly correct – of this 2013 vintage. Nevertheless it will be necessary to judge by some figures whether the 2013 primeur campaign was successful. So we wait the exit prices of these “Primeurs”, in order to have a clearer indication of the policy will be implemented. In fact, the early signs are not encouraging….
