Allan Sichel: ‘Price readjustment is necessary’ for upcoming en primeur campaign

Bordeaux chateaux are agreed that the upcoming en primeur campaign needs to ensure pricing has adjusting in line with the market, according to Allan Sichel, managing director of the Bordeaux-based producer and négociant, Maison Sichel, and president of the CIVB. Speaking to the drinks business last week, Sichel  said there was definite pressure on the Bordelaise to bring the pricing down and recognition of the challenging market that the campaign will launch into. "The trade need to be confident. So I think then it's determined - there's been an awful lot of information fed back to the chateaux, and I'm pretty sure that the chateaux are determined to make success of the campaign," he told db. “Everyone is very, very keen to make it a true business opportunity for the consumer to buy at a lower price of vintage 2024,” he told db. “For the whole trade to be able to feel comfortable in buying the wines, in offering them, proscribing them, and earning a living off them. And everyone's aware of it, and everyone's wants to contribute to it, to being a success.” "Everyone agrees that price readjustment is necessary”. However, the added threat of Trump tariffs is making “everyone very worried” as, regardless of the en primeur pricing at the outset of the campaign, the tariff will apply to imports when the wine is shipped several years down the line. As a result, the US market is likely to be very difficult again, even if nothing has been announced by the start of en primeur. "Everyone will have that in the back of their mind and saying it could happen," he said.