The En Primeur campaign stepped up a gear when Mouton
Rothschild 2012 (L-WIN 10135442012) released at €240 per bottle ex-negociant today. This marks a
33% reduction on the 2011 (€360) and a 60% reduction on the 2010 (€600), but is
still double the price of the 2008.
Reaction to the news was positive, with many of the trade
taking to Twitter to voice their relief. Jancis Robinson praised the chateau,
tweeting ‘Great timing, Mouton.
Bravo’. The
price is a solid reduction on last year’s vintage and lower than anticipated.
For merchants, €240 per bottle makes the 2012 the cheapest vintage available on
the market. Mouton 2012 has already seen several trades on
Liv-ex.
The wine looks set for release in London at £2,800 per
12×75. As shown in the chart below, this makes it cheaper than all other recent
Mouton vintages on the market. But does it offer a big enough discount – against
the 2003, 2004, 2007, 2008, 2011 – to entice the consumer to buy now? Decision
time.
