Lafite vs. Latour -- the Protagonist vs. the Antagonist of En Primeur Campaign ? 

There were rumors that en primeur 2012 would be very quiet, with aloof buyers after two consecutively expensive en primeur campaigns.  To further darken the sustainability of en primeur, Chateau Latour announced that it will withdraw from the en primeur campaign starting next year.  Cash rich, Chateau Latour does not need en primeur to fund its operations.  Rather the first growth estate prefers to sell direct when the wines are more matured and at a much higher market price.  Other grand cru classes may follow suit if they have abundant reserves and assets.  Needless to say, there were industry murmurs that the en primeur tradition could be dying.  

Luckily for the wine buyers, Lafite revived investment interest this week by being one of the first chateaux to release its en primeur pricing.   Released ex-negociant at Euro 420 per bottle, Lafite priced its first tranche 30% lower than its 2010 release.  This pricing is even 10% lower than the 2004 vintage, making it the lowest priced vintage in recent decades.

Lafite's bold act has garnered much industry respect.  It acts as the big brother and defender of Bordeaux en-primeur, restoring industry confidence and backing the traditional culture. Lafite's pricing has set a reference point for other first growth, putting a cap on their first tranche release price.  The industry reacts very positively.   With such enticing price benchmark, the music has become more luring and more buyers are willing to step onto the dance floor.