Monday, April 6, 2009

First En Primeur price released!


Woke up today to this exciting news, courtesy of Decanter magazine.

Chateau Angelus has released their prices for the 2008 En Primeur campaign, barely days after the first barrel tastings of the 2008 wines took place. This is extremely fast for the Bordelais, who usually hold off until June.

Anyways. Angelus has high reputation, mostly due to its wine, but also due in part to its star turn in James Bond: Casino Royale. It's prominently featured in the train scene, when Bond meets Vesper for the first time. He pours her a glass, and cleverly places the bottle on the table with its distinctive yellow label turned towards the camera. Product placement 101, folks.

The price? €50 per bottle. Which is a bit over $100, but I think that's the wrong way to look at it. What price they offer the European markets is vastly different than what we will see, so I did some of my own research. The proprietor claims a 40% reduction from 2007 prices, so that'll be my reference point. LCBO offered 2007 Angelus at $225 a bottle, so 40% off that would be $135. Expensive, by any stretch of the imagination, but you're getting what you're paying for. Will I buy these wines around these prices? I don't know, but my interest has been piqued.

This bodes well. If other chateaux follow Angelus' lead, and offer similar 40-50% reductions, this will be a dream year for claret-lovers. I'm looking at a lot of wine that went for $100-$130 in 2007. With a healthy reduction, these will be extremely, extremely attractive wines.

Thank you, Angelus. Hopefully, the rest of your French francs will be as forward-thinking.

No comments:

Post a Comment