Definition: primeurs (les)

In the last days of March, the châteaux invite wine merchants, brokers and specialist journalists to barrel tastings of the latest vintage. In April, journalists publish their tasting notes, accompanied by ratings. Merchants publish their en primeur sales offers. Buyers compare the comments and prices in order to make a quick purchasing decision.

This practice has spread to several other fine wines around the world, especially when demand exceeds supply. Wines purchased en primeur are paid for immediately upon ordering, at promotional prices. The producing châteaux receive advance payment for a harvest that is still being vinified. Bottling and delivery to the wine merchant, then to the final purchaser, take place at least two years later. There are two reasons why wine lovers buy wine en primeur: the assurance of obtaining a rare wine in the desired packaging (bottle, magnum, double magnum). These coveted wines, provided they are from an excellent vintage and purchased on favourable terms, are expected to increase significantly in value once they are released on the market, and sometimes even become impossible to find. This was the rule for many years. However, the opposite happened with the 1997 vintage, which sold afterwards on more favourable terms than during the initial en primeur sale. The financial benefits of buying en primeur have therefore not always been favourable for the buyer. The famous 2000 vintage, which has historically increased in value despite exorbitant prices, once again fully justified the decision to buy en primeur. From now on, unless prices fall significantly, it is best not to take unnecessary risks. Finally, it should be noted that the end buyer must choose carefully the wine merchant to whom they will pay two years in advance for wine at a relatively high price. It is essential to choose a well-established, serious partner with a good financial reputation. See also En primeur (purchase).