Yesterday’s blog showed that Mouton Rothschild 2012 is currently the cheapest Mouton vintage available. Today’s chart for Lynch Bages (L-WIN 10125762012) tells the same story. Lynch Bages 2012 was released yesterday at €60 per bottle ex-negociant, and the London release price looks set to be £670 per 12x75. This makes it 3% cheaper than the 2011 and 13.5% cheaper than the 2007.
En Primeur campaigns work better when the consumer can purchase the new wine at a discount to previous comparable vintages. It would seem that this year the chateaux have priced the wines more cleverly than in 2011 – whether they sell through remains to be seen.