The online wine sales site iDealWine has decided to give the general public access to the Bordeaux en primeur sales system. Wine lovers will be able to choose for themselves to reserve these wines during the maturing process via a dedicated online store, launched by the specialist iDealWine. This is a major change for this previously private event, which has been reserved for industry professionals since the 18th century!
Each spring, merchants, critics and other wine industry professionals of refined palate meet in the cellars of Bordeaux's châteaux and vineyards to sample the wines that are currently maturing. These are young wines that have not yet revealed their full potential. Only time will give them the opportunity to evolve, unfold and reveal an aromatic profile that will help build their reputation. An expert nose and taste buds are therefore essential when it comes to assessing what these young wines could potentially deliver in a year and a half, or two years' time.
This skilled work is the preserve of experienced professionals, like the famous taster Robert Parker, who has taken part in the en primeur sales campaign for nearly 40 years, honing a palate of world-renowned finesse, and establishing the event as a truly unmissable ritual. During this sales campaign, wholesalers and wine merchants have the opportunity to reserve the wines they like best. And for the Bordeaux châteaux, it is a way to build up their finances before the next harvest season comes around. Originally, in the 18th century, the merchants who visited the Bordeaux winemakers tasted the harvested grapes to judge their quality, before the wine-making process was carried out, reports the online wine sales site Cavissima.
Taking the en primeur experience online
Internet-using wine lovers will now have access to the new crop of Bordeaux wines via the dedicated store Primeurs.idealwine.com, which will open in April/May, depending on the launch of the en primeur campaign. A selection of 150 to 200 wines will be made, bearing in mind that they will be sold by case of six or 12 bottles. Note that the site will offer discounts of between 3% and 5% on orders of €500 or more. The initiative will undoubtedly pique the interest of many a wine lover. Indeed, iDealWine has established itself as a true specialist of fine wines in Europe, but also in Hong Kong, by means of auctions that highlight often exceptional, and sometimes rare wines.
The democratization of the Bordeaux en primeur sales is a long process, which was started in 2019 by another player in the wine industry, Petit Ballon. The e-tailer, which first made its name through its box-based subscription offers, introduced the general public to this exclusive event by dispatching its master sommelier Jean-Michel Deluc to the event, from where he shared preview tastings from 400 châteaux. Internet users had the opportunity to place an order, following the impressions of this former head sommelier of the Ritz Paris.
