The Sommelier India Pour

Reset or Retreat? En Primeur Faces a Turning Point

The 2024 Bordeaux En Primeur campaign comes amid a sharp market downturn, with leading producers like Lafite Rothschild and Angélus cutting release prices by 31% to their lowest since 2014 to attract hesitant buyers according to The Financial Times. A weak harvest, marked by heavy rain and cooler temperatures, along with abundant back vintages and cooling demand from younger collectors, has made this year’s campaign especially difficult. Liv-ex reports a 27% drop in value for recent top Bordeaux vintages over the past two years, while Bain notes that 65% of drinkers in top markets are moderating alcohol intake. As mature wines often offer better value, many high-end buyers are sitting out the 2024 vintage.

The en primeur model which was once the gateway to in-demand wines maybe losing relevance. Originally designed to give early access to top wines before price hikes, its appeal has faded as global consumption patterns shift and competition from Burgundy, Italy, and the U.S. intensifies. Bordeaux’s share of the fine wine trade has fallen from over 50% in 2014 to about 25% in 2023. Despite price cuts, merchant response has been muted. As Wine Lister’s Ella Lister notes, the system only works when it offers real value—something recent campaigns have failed to deliver.

Sula Uncorks Premium Expansion

Sula Vineyards, India’s trailblazing wine producer, is making waves once again by expanding its premium offerings in the Canteen Stores Department (CSD) with four new standout labels: the Dindori Reserve Shiraz, RĀSĀ Syrah, The Source Grenache Rosé, and Sula Riesling. This move not only marks a milestone in Sula’s journey but reflects the growing appetite for fine wine among Indian consumers. With CSD wine sales surging 40% over the past two years, this expansion brings Sula’s CSD portfolio to nine wines—solidifying its leadership as India’s most prominent wine brand and a champion of premium, homegrown wines. CEO Rajeev Samant emphasized this strategic step as part of Sula’s mission to elevate the wine experience across the country.

From its roots in Nashik’s sun-drenched vineyards to a national footprint with five cutting-edge wineries and over 70 labels, Sula is a symbol of India’s wine renaissance. Beyond producing over a million cases annually, the brand has cultivated a loyal following through immersive wine tourism, pioneering sustainability, and a passion for innovation. Whether you’re savoring a glass of RĀSĀ Syrah or exploring Sula’s vineyard resorts, each bottle tells a story of Indian craftsmanship, climate-conscious winemaking, and a relentless drive to place Indian wines on the world stage.

U.S. Wineries Recoil from Canadian Tariffs

The U.S. wine industry is facing a crushing blow as Canada, its largest export market, retaliates against American tariffs by slapping a 25% levy on U.S. wines and removing them from store shelves nationwide—an action expected to cost American wineries over $1 billion annually. This response has sparked a wave of consumer backlash in Canada, turning wine choices into a matter of national pride. Leaders like Manitoba Premier Wab Kinew have publicly backed the boycott, deepening the divide. The psychological impact, experts warn, could linger long after tariffs are lifted, particularly harming small and mid-sized producers that rely on exports to stay afloat.

At the same time, domestic winemakers are getting squeezed by skyrocketing costs on imported essentials like Chinese glass bottles (up 145% due to tariffs), Portuguese corks, and French oak barrels—some now priced over $1,000 each. These rising costs, combined with a fragmented U.S. distribution system and falling domestic demand, are putting intense pressure on the industry. Distributors are facing growing uncertainty, making it harder to stock and plan inventories. For both wine enthusiasts and professionals, this moment marks a sobering reminder of how global politics can seep into the bottle, reshaping the industry from vine to vintage.