What are we to make of the September hors Bordeaux campaign, and the state of the market for global fine wine more generally? db‘s Bordeaux correspondent Colin Hay gives his analysis of the campaign, displaying how it exposed the fragility of global demand as well as busting the myths that surround it. With the release of the (excellent) Clos Lanson 2008 on 4 October, the (on the face of it rather strangely-entitled) September hors Bordeaux campaign came to its conclusion. What are we to make of it and the state of the hors Bordeaux market more generally that it reveals? In this wrap-up article I draw on a number of conversations with leading actors on La Place and with many of the properties now reliant upon it to assess the campaign. In the process I seek to identify and to debunk at least a few of the myths that already surround the institution that the hors Bordeaux release campaign is rapidly in the process of becoming. How has the campaign gone? There is good news and bad news here. The good news is medium and longer term; the bad news is, it is at least credible to think, shorter-term. First the good. This September’s campaign more than any previous one has seen the acceptance, above all in London, of the significant recent expansion of La Place’s hors Bordeaux offering and the institutionalisation of the September (and we can only assume the March) campaigns as fixed dates in the global
This Article was originally published on The Drink Business - Fine Wine
