The Hors Bordeaux campaign “failed to revitalise the market” when buyer sentiment was already dampened by a lacklustre en primeur campaign, fine wine investment firm Wine Cap have said. In its Q3 report, released this week, WineCap noted that the stage was already “challenging” for the La Place September campaign, following eleven months of market decline and global economic uncertainties, while buyer sentiment had already been dampened by the “mixed reception of the En Primeur 2022’s campaign, However, despite some excellent wines being releases the campaign failed to “revitalise the market,” the report stated. It pointed to the higher price of the new releases compared to back vintages, which failed to deliver value”, as well as the “fast pace” of the campaign which “overwhelmed” the trade and customers. “Some days saw over five releases from different regions, offered at various points and with divergent quality and style,” it noted, pointing to comments by Tom Parker MW, writing for JancisRobinson.com, who said it risked losing the stories behind the wines themselves. In its October report, Liv-ex also noted that many merchants “expressed dissatisfaction” with the high volume of releases of “relatively unknown wines at unrealistic prices”. As with the earlier en primeur campaign, “the promise of an exceptional vintage was not enough to withstand the hefty price increases implemented by many estates”, it noted. Quality This apparent failure to fly came despite the quality of some of the wines being “excellent”, WineCap noted, with Jane Anson awarding 100 point scores to
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