Bordeaux wines are struggling, sad news

At this price, they are selling well below their production costs. There are many reasons for this: structural overproduction against a backdrop of declining wine consumption, closing Asian markets, tariffs imposed by Trump on the primary market for Bordeaux wines, an image torn between crus classés and entry-level wines... Moreover, Bordeaux built its success on the brand rather than on the notion of terroir. When I was studying in Bordeaux in the 1990s, we were told that the brand would be the key to success in the years to come. Bordeaux bet everything on this. A huge strategic mistake. Today's consumers strongly favour terroir wines, artisan winemaker wines. Bourgogne, the Loire, and the Jura are fully reaping the benefits of a strategy rooted in their winemakers and terroirs. This is why I strongly believe in the Bordeaux Pirate initiative: winemakers joining forces to defend their values of authenticity and terroir. Without pretence.