Definition: financial investment

This is possible thanks to the purchase of primeur wine. Explanations from Fabrice Bernard, marketing manager at Millésima, followed by our list of the most prestigious wines from the 2006 vintages in Bordeaux, Burgundy and the Rhône Valley, while we await the 2007 vintage.

Why buy wine en primeur?
The principle behind buying wine en primeur is simple: you pay today, at a favourable price, for a product that will only be delivered two years later. For example, next June you will be able to buy the 2007 vintage at a price excluding tax and delivery costs. These two elements will be invoiced in the last quarter of 2010. "This allows you to buy prestigious wines that you won't be able to afford two years later because they will have become too expensive," explains Fabrice Bernard, marketing manager at Millésima, one of Europe's leading online retailers of fine wines.

When en primeur rhymes with speculation
"Buying en primeur allows you to purchase prestigious wines that you won't be able to buy two years later." But be careful when choosing which supplier to work with, as you are paying in advance. If the supplier goes bankrupt, you run the risk of not receiving the wine or your money back!
Be aware, however, that for each vintage, there are five price brackets, which increase before the wine becomes available for delivery. This is a factor to take into account, but also an investment opportunity. If you bought during the first bracket, you can easily resell the wine in the following brackets to make a profit!
In some countries, particularly England, this speculative objective is highly sought after. Investors speculate on the value of wine in the same way as they do on shares on the stock market. In France, although this strategy exists, it is less widespread. "The majority of customers are more interested in the notion of pleasure, such as sharing this wine with friends over a good meal," explains Fabrice Bernard. And if you don't want to choose between the pleasure of tasting and the financial appeal, there is nothing to stop you from buying several identical bottles and reselling only some of them.
When buying a primeur wine, you must bear in mind that you are investing without being able to take possession of your property for two years. Therefore, as with all your investments, be vigilant. This is particularly true with regard to the intermediary through whom you will be making your investment. From simple knowledgeable intermediaries to brokers, merchants, wine merchants and websites, there is no shortage of choice. So how can you be sure of the quality of a wine that is not yet finished and that your intermediary is reputable? "The quality of a wine is certainly subjective, as it depends on individual tastes and the food it will be served with, but the broker, in particular, is the guarantor of the quality of the wine offered to the customer," replies Fabrice Bernard, marketing manager at Millésima. "He calls on experienced tasters who compare these tastings with those of previous years in order to determine the fairest possible price."

To be sure of making the right choice, it is best to consult a broker with a wide range of wines who conducts regular tastings. "A simple phone call can also help you gauge the quality of the professional, based on the advice they give you," suggests Fabrice Bernard.
And when the wine is finally delivered, if you decide to store it yourself, remember to follow a few basic rules. It is best to store your wine lying down, in a place away from light, temperature variations and vibrations. You will then be able to appreciate your wine at its true value and, if you choose to do so, reselling it will be even more profitable later on!
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