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15 May 2025
The 2024 Bordeaux en primeur campaign kicked off in the spring of 2025 amid challenging conditions. Faced with market pressure, several châteaux agreed to price cuts of up to one-third compared with the previous vintage. Despite these commercial efforts, the campaign failed to reignite buyer enthusiasm.
The 2024 vintage, considered inconsistent, did not offer the quality needed to spark strong buying momentum. Global economic uncertainty and the U.S. dollar’s weakness against the euro also weighed on American buyers, who traditionally drive the campaign.
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