Latour releases 3 vintages but seems to have learnt premium lesson

Chateau Latour famously quit the en primeur system in 2012 and since then has released its vintages when it has deemed them ready to be drunk and at a time to suit them and not the fine wine market. But this stance has mainly backfired as they released their wines with a 10 – 20% premium when the market was flat or declining. Now that the fine wine market is showing signs of a recovery it seems that they have come to a more sensible and measured pricing structure in order to sell their wine. The 1996, 2001 and 2002 vintages have just been re-released at a much more sensible price at a much smaller premium to the market. The chairman of Bordeaux specialist merchant, Farr Vintners, called it “a welcome move by the chateau not to pitch the new releases above the market.” Hopefully their attitude will work for everyone in the trade but the acid test will occur when they start to release their previously unreleased vintages from 2011 onwards. Watch this space! For more details please click on article below.

Latour 1996: where’s the premium?