Primeurs

The Bordeaux wine auction system is unique in the world of wine. It is a centuries-old
marketing model based on the advance sale of fine wines before they are even bottled. In
practical terms, this means that wine lovers and professionals can purchase a wine while it is
still maturing in the cellars, often in wooden barrels, at the château where it was produced.
This method originated in Bordeaux, a world-renowned wine-growing region that is home to
some of the most prestigious wines, particularly in the appellations on the right bank, such as
Saint-Émilion and Pomerol, and on the left bank, such as Médoc and Graves.
Every year, in the spring following the harvest, Bordeaux châteaux open their doors for an
intense week of tastings reserved for industry professionals. Importers, merchants, critics,
specialised journalists and wine merchants from around the world flock to taste samples of the
new vintage directly at the estate. These wines are not yet finished; they are taken directly
from the barrels, where they are still maturing. And yet, despite their youth, these reds already
show their potential: the quality of the fruit, the tannic structure, the acid balance, the length
on the palate... All these elements make it possible to predict how they will evolve over time.
These tastings are crucial in determining the release prices for the En Primeur wines and thus
providing all the information to the end consumer.
These prices, which are exclusive of tax and often quoted in Swiss francs for the Swiss market
or in euros for the rest of Europe, are generally 20-35% lower than market prices when the
wines are released in bottles two years later. This is the first major advantage of the system for
private customers: early access to exceptional wines at attractive prices. For those who like to
build up a personal wine cellar, this is a rare opportunity. It is possible to buy grands crus
classés, iconic châteaux such as Château Margaux, Château Lafite Rothschild and Château
Latour, or even jewels of Saint-Émilion such as Château Cheval Blanc and Château Angélus,
at more advantageous prices than in shops or restaurants.
But the benefits are not only financial. Buying En Primeur also means being sure of obtaining
rare wines, often produced in small quantities and in high demand. In some very successful
vintages, allocations may be limited. Some wines sell out completely within a few days, or
even a few hours, after going on sale. Individuals who order En Primeur secure a place in the
exclusive distribution of these prestigious wines. It is also an opportunity to choose the bottle
size according to your preferences: classic 75 cl bottle, magnum (1.5 L), double magnum (3
L) or even jeroboam (5 L) or imperial (6 L). These formats are not only visually impressive
but also allow the wine to age more slowly and often more harmoniously.
Another unique feature of the system is the care taken in packaging. Unlike the standard
boxes used in traditional distribution channels, En Primeur wines are often delivered in their
original wooden cases. These cases, stamped with the name of the château and engraved with
the vintage, add a touch of elegance and prestige. They are ideal for cellar storage and
demonstrate the care taken by the producer in presenting their wine. Some enthusiasts even
choose to collect these cases, as they are an integral part of the Bordeaux wine world.
The delivery of En Primeur wines generally takes place 18 to 24 months after the order is
placed, once the wine has finished ageing and has been bottled at the château. Throughout this
period, the bottles remain the responsibility of the producer or merchant, stored in optimal
temperature and humidity conditions. This guarantees the perfect stability of the wine and
avoids any risks associated with unsuitable storage. When the time comes for delivery, the
bottles are shipped to the end customer, often in their wooden cases, ready to be stored in the
family cellar or enjoyed on a special occasion.

For private individuals, buying En Primeur is not just a rational decision, it is also an
emotional experience. It allows them to follow a vintage from its inception, understand its
climatic characteristics and discover the specific work carried out by each château in the
vineyard and in the cellar. This privileged relationship with the long life of wine is almost
initiatory: you choose a vintage for what it represents, you let it rest for years, and then you
taste it while remembering the moment you acquired it. It is not uncommon for certain bottles
to be purchased to celebrate a birthday, a birth, a wedding... and then wait 10 or 15 years to
open them.
In terms of heritage, buying En Primeur can also be an investment strategy. Certain wines,
particularly those classified in 1855 or in the Saint-Émilion classification, quickly increase in
value on the secondary market. Their rarity, reputation and ageing potential mean that they
can be resold at a significant profit. Specialised companies, often based in Geneva, London or
Hong Kong, even offer to build fine wine portfolios for their clients, valued in Swiss francs or
euros depending on the market.
This virtuous mechanism is based on trust between the various players: the château producer,
the broker, the merchant, the wine merchant and, finally, the consumer. Thanks to its historic
Place system, Bordeaux has been able to maintain an efficient, transparent and solid
distribution network. The class of the grands crus, their consistent quality and their
international reputation ensure a certain stability in the market, even in difficult years.
It should be noted that this system, although centred in Bordeaux, is now inspiring other wine-
growing regions. Estates in Burgundy, the Rhône, Italy (particularly Tuscany and Piedmont)
and even California are adopting a form of En Primeur or allocation sales. However, none
have yet matched the consistency, longevity and efficiency of the Bordeaux model. This is
further proof of the organisational genius of this region, which has transformed wine sales
into a true work of logistical and commercial art.
Finally, buying En Primeur is an affordable luxury: the luxury of anticipating pleasure. It is
not about consuming in the moment, but about looking ahead. It is a form of deliberate
slowness, a relationship with time that contrasts with the immediacy of our era. Today, we
order a bottle of Château Canon-La-Gaffelière, Château Pichon Baron or Château Clinet,
knowing that we may enjoy it to celebrate an event ten years from now. In the meantime, it
will sleep peacefully in its case, tucked away in a corner of the cellar, waiting for the perfect
day.
In short, the Bordeaux En Primeur system offers private customers privileged access to
exceptional red wines, in optimal conditions and at an attractive price-quality ratio. It
combines economic advantages, a guarantee of authenticity, customised formats, elegant
wooden packaging and the pleasure of anticipation. It is a refined, intelligent and passionate
way of experiencing wine, in harmony with the rhythm of nature, the vintage and memory.
The magnum you buy today to celebrate the birth of a child may be opened when they come
of age. This link between the past, the present and the future gives meaning to the act of
buying En Primeur. More than a purchase, it is a commitment, a rendezvous with time, a
promise of happiness in a bottle.