With the 2025 Bordeaux En Primeur campaign at the halfway mark, what comes next for wine retailers?
The campaign may not have so far delivered the excitement, or the sales, that many had hoped for. But it's not the end of En Primeur - or the bigger story here.
For wine retailers, it's an inflection point. What happens next will depend on how well they adapt to a changing market, shifting consumer behaviors, and the growing need for smarter, more personalized engagement strategies.
So, I have asked myself: will the lacklustre 2025 Bordeaux En Primeur campaign cause some wine retailers to go out of business? No. However, the continued lack of consumer interest certainly won’t help those already struggling.
I won’t delve into why the En Primeur system is flawed - there are experts far more qualified to explain that. Nor will I explore broader economic factors like taxes, inflation or evolving consumer spending patterns.
Instead, I want to focus on something more fundamental: the failure of many retailers to stay attuned to what their customers actually want and expect.
This story didn’t begin on April 23, when the campaign launched. It started long before.
In the boom years, when the economy was thriving, wine sold easily. Retailers had little reason to invest in customer acquisition. Buyers came, spent freely, drank enthusiastically and came back for more (including me!).
Then, the bottles stopped being uncorked. Retailers began to see declining sales just as customer acquisition costs started to rise. Many assumed this was a temporary blip in the cycle, but it wasn’t, and still isn’t. Times have changed.
Unfortunately, too many retailers are still relying on outdated, inhibiting technologies, and DTC strategies that no longer resonate with consumers especially the younger wine generation.
This reality hits me every day.
I buy wine from a wide range of retailers, both in-store and online. I also subscribe to many newsletters; on average, I receive about 20 emails a day from retailers urging me to buy. I see the patterns, and the missed opportunities.
A few observations stand out:
Most retailers have a unique value proposition, but fail to communicate it. Their messaging sounds nearly identical.
I’ve never received a personalized email recommending wine based on my purchase history.
I’ve never been contacted with wine suggestions based on the pages I viewed on their websites, let alone invited to a tasting event tailored to my preferences.
Out of 20 retailers, only one has ever asked for feedback on what services or experiences I might value.
And this is just the surface.
In conversations with wine retail professionals, it’s become clear that many lack the tools to serve consumers who, by the way, many want more than just wine - they seek experiences.
For starters, most retailers aren’t using data to guide decisions about whom to engage, when, or how. That’s a major missed opportunity especially when they already hold rich information on past purchases.
Instead, retailers cling to tactics that no longer work. Yet, another wine club subscription. A generic email blast. These approaches fall flat and fast.
Few are using modern, customer-centric technologies to improve customer acquisition and retention. For instance, live chat helps retailers provide customer support including with wine selection advice. The ability to split payments for online wine purchases is still rare, despite consumer demand for it. Loyalty programs that meaningfully incentivize return visits and repeat purchases? Easy to navigate websites? Also uncommon.
I have more insights to share, many of which translate directly into actionable recommendations. But the main point is this: retailers must embrace change. And they must do so urgently.
The good news? A handful of wine retailers in the UK and the US accelerated their digital transformation journeys last year. They understood then that the path forward starts with people, by equipping teams with the capabilities to understand and connect with their customers on a personal and relevant way. These retailers are poised to become industry role models.