Bordeaux En-Primeur 2024 Campaign comes to a close.

EP 2024 has come to an end, and there are emerging signs that Bordeaux’s fine wine market may be entering a period of recalibration and opportunity. While early releases misjudged buyer sentiment, a number of prestigious châteaux responded with significant price reductions, in some cases returning to 2014 pricing levels. This marks a potential turning point for investors, for the first time in years, En Primeur is beginning to resemble its original purpose: offering high-quality wines at compelling prices before they reach their peak. The likes of Lafite Rothschild and Carmes Haut-Brion priced their wines below all available vintages on the market, signalling a serious intent to re-engage investors, collectors, and restore long-term confidence.

Key successes in this campaign, such as Carmes Haut-Brion, demonstrate that demand is far from dead but price-sensitive and value-driven. This château stood out primarily by pricing competitively against existing vintages. Buyers responded well to this formula, suggesting a resilient core of informed collectors still engaged in the market. These buyers, seasoned by past missteps, are willing to re-enter when pricing aligns with intrinsic value. Fine wine remains an attractive investment for those who know where to look, particularly when top-rated wines are released below their historical market averages. This EP campaign has once again highlighted the value in the secondary market. We have already seen buyers running to get involved in the 2021 vintage, which looks especially well-positioned now.

Looking ahead, these price adjustments and selective successes hint at a broader market reset that could work in favour of long-term investors. As market transparency grows and both merchants and producers shift focus from allocation pressure to customer trust and value, a more sustainable investment environment is forming. With high-quality back vintages (like 2016, 2018, 2019, and 2020) offering strong relative value and the 2024 vintage providing entry points at lower costs, fine wine is again offering the potential for appreciation, especially as global demand stabilises and supply remains constrained. For value-conscious investors, now may be the time to re-engage.