Can Wine Economics Help Restore Confidence in Bordeaux En Primeur?

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A recent study by Philippe Masset (EHL Hospitality Business School, Board Member of the EuAWE) provides an excellent example. Focusing on the 2025 Bordeaux En Primeur campaign, the research develops an economic model to estimate fair release prices by combining critics' ratings, château reputation, market conditions, and secondary-market prices.

The results suggest that, unlike several recent vintages, many 2025 releases appear to be priced more consistently with market fundamentals. The study argues that restoring trust between producers, merchants, investors, and consumers depends not only on wine quality but also on pricing perceived as fair and credible.

Beyond Bordeaux, this research illustrates the broader contribution of wine economics: helping industry stakeholders better understand markets, evaluate strategies, and support more informed decision-making.

This is precisely why the EuAWE network exists: to connect researchers and professionals around evidence-based insights that contribute to the long-term sustainability and competitiveness of the wine sector.

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