⏱ 1 min read
The Short Version
Pontet Canet slashed 2025 prices to €58, matching 2019 levels, signaling Bordeaux’s shift toward affordability and setting a bold precedent for the en primeur market.
In This Article
The 2025 Bordeaux en primeur campaign began with a notable price adjustment: Pontet Canet’s new release is priced at €58 per 75cl, down from €60 in 2024. This shift reflects a strategic move in a market where buyer sentiment has been steadily evolving.
“This reduction was for a wine already much more highly evaluated by the critics in a much stronger vintage.”
A Price Drop That Speaks Volumes
Colin Hay of db called the move “symbolically highly significant,” noting the 2025 vintage’s price aligns with the 2019 release. This isn’t mere coincidence—it’s a deliberate alignment with a broader trend. The 2024 vintage itself saw a 9% drop from 2023, and now, with 2025 priced 33% below 2022, the trade’s long-standing concerns about affordability are finally being addressed. “This is exactly the kind of release price strategy most likely to secure its success,” Hay said, underscoring the gamble of trusting critics’ praise over inflated expectations.
The Campaign’s Crucible
The 2025 en primeur campaign represents a pivotal test for Bordeaux’s fine wine market. With global demand showing cautious optimism, chateaux must navigate the delicate balance between maintaining prestige and making their wines more accessible. Pontet Canet’s decision to price a wine already highly praised by Jane Anson, Antonio Galloni, and James Suckling at a discount sets a precedent. Yet the real challenge lies in whether other producers will follow suit. As Moueix warned, “if the 2025 campaign isn’t successful, then En Primeur is dead.” The question remains: will the region embrace this shift or risk obsolescence? “This reduction was for a wine already much more highly evaluated by the critics in a much stronger vintage.” The long-term impact of this pricing strategy could reshape consumer behavior, potentially boosting market confidence by making high-quality Bordeaux more attainable. As the region moves toward greater affordability, the en primeur tradition may evolve, but its survival hinges on whether the entire industry can adapt to changing expectations. What happens when the entire Bordeaux region adopts this strategy? Will the en primeur tradition survive—or evolve into something more inclusive?
Questions & Answers
Why did Pontet Canet lower its 2025 price?
Pontet Canet lowered its 2025 price to €58 per 75cl, down from €60 in 2024, to align with the 2019 vintage and address affordability concerns. This strategic move reflects a broader trend in the Bordeaux market, aiming to make high-quality wines more accessible while maintaining prestige.
How does the 2025 pricing compare to previous vintages?
The 2025 vintage is priced 33% below 2022 levels and 9% lower than 2024, showing a significant downward trend. This pricing strategy positions the 2025 release as more affordable, aligning with the 2019 vintage and signaling a shift in market expectations.
What impact could the 2025 pricing have on the Bordeaux market?
The 2025 pricing could reshape consumer behavior by making high-quality Bordeaux more attainable. This may boost market confidence and signal a potential evolution of the en primeur tradition, though its survival depends on the entire industry adapting to changing expectations.
What role does Pontet Canet play in the 2025 en primeur campaign?
Pontet Canet sets the tone for the 2025 en primeur campaign by pricing its wine at €58 per 75cl, a move that reflects both market trends and critical acclaim. Its decision could influence other producers, as the campaign’s success is seen as crucial to the survival of the en primeur tradition.
Originally reported by The Drinks Business.
