Bordeaux has long been seen as the barometer of the global fine wine market. Yet today, that thermometer is showing signs of a persistent fever.
Despite its legacy and unmatched heritage, the Bordeaux wine region continues to struggle under mounting economic and structural pressures. Discussions of vineyard uprooting still linger, symbolizing the depths of its current woes.
The recently concluded “Semaine des Primeurs de Bordeaux” (April 14–17, 2025), organized by the Union des Grands Crus de Bordeaux, once again offered early access to the 2024 vintage. But this year, the air was heavy with expectations for sweeping price reductions. According to a Wine Lister survey of merchants and wine professionals, the trade called for reductions of around -30% compared to 2023 — a vintage that had already seen steep discounts of -30% to -40% from the year before.
The message seems to have landed, at least with the early movers. One of the most emblematic estates, Château Lafite Rothschild, cut its price to 240 EUR per bottle ex-château, a -27.2% drop from 2023, bringing it back to 2013–2014 levels. Its second wine, Carruades de Lafite, followed with a -16.6% reduction to 100 EUR per bottle. Likewise, Château Angélus, another major player, slashed its price by -30.2%, landing at 150 EUR per bottle.
Other estates, across various price tiers, echoed the same trend. Duhart-Milon reduced its price by -15.5% to 38 EUR, Gruaud Larose by -28% to 36 EUR, and Pontet-Canet by -9% to 50 USD per bottle. On the London market, some significant “ex-négociant” adjustments were also observed: Château Batailley dropped -7.4% (to 300 GBP per 12-bottle case), La Fleur-Pétrus fell -9.3% (1,360 GBP per case), and Beauséjour Duffau-Lagarrosse took a -14.02% hit (1,104 GBP per case).
Only a few châteaux have resisted the trend, mostly those already operating at lower price points. Chasse-Spleen and Filhot, priced between 16–18 EUR per bottle, have either held steady or seen minor increases.
This first wave of pricing decisions — although based on only 15 estates so far — already delivers a strong message: even the top names recognize the urgent need for adjustment. Bordeaux’s ability to reach international tables once again seems to depend not on prestige, but on price accessibility.
This strategic pivot occurs against the backdrop of declining exports. Bordeaux shipped wines worth 2.05 billion EUR in 2023, making up 19% of France’s total wine exports, yet representing a -8.4% drop from 2022, according to Bordeaux Négoce and Fevs. As a result, Bordeaux’s decisions are likely to ripple outward, influencing pricing strategies and buyer expectations in fine wine markets worldwide.
In essence, Bordeaux is no longer just a symbol of tradition — it’s now also a cautionary tale of market recalibration. Whether this sets the tone for a broader correction across global fine wine regions remains to be seen, but one thing is clear: Bordeaux’s fever is real, and the wine world is watching closely.
Source: WineNews