Fourfold en primeur increase at Waitrose

Phenomenal success with the Bordeaux 2009 en primeur campaign at supermarket Waitrose has led to a surge in the supermarket’s listings of the wine together with an expected fourfold increase in en primeur sales on previous years.

At last week’s press tasting, the supermarket’s Bordeaux buyer Ken Mackay MW said the current increase in demand came despite the supermarket’s low-key marketing of the campaign.

To date, only ten of the 50 wines that Waitrose intends to launch have been released as it awaits prices to be announced.

However, a source at the supermarket told the drinks business: “Early indications show strong interest and we expect to sell four times more value with approximately a third more listings” of 2009 Bordeaux.

Speaking of the campaign, Mackay said: “Demand so far has been high and we’ve sold quite a few already, even though you have to know where to search for them on the website.

“It’s a bigger campaign for us than in 2008 or 2007. The quality of 2009 was excellent, even if there was a lot of variation in the Right Bank; the Left Bank was much more consistent.

“The best thing about 2009 is the concentration. We’ve been able to get some good value for money wine, things like good Cru Bourgeois,” he added.

Jane Parkinson, 10.05.2010