First-ever Madiran en primeur campaign to launch in UK
While the Bordeaux en primeur 2009 has possibly generated more excitement and controversy than 2005's stellar vintage, a Madiran producer is setting his sights on the region's first ever UK en primeur campaign.
Alain Brumont, which has sold its top wines in France since 1985, is hoping to catch the coat-tails of the 2009 vintage's success by selling about 60 per cent of its wine as futures this year, decanter.com reports.
Top red cuvees from chateaux Bouscasse and Montus will be released as part of the unique campaign, which also aims to target the US market.
"Our wines are purely for enjoyment. We don't play the speculation game; we make wine for drinking," Jean Baptiste, export manager at Alain Brumont, told the website.
"Consumers are really turning to our wines because we are seen as value for money."
It follows news that French trade body Anivin de France is encouraging smaller producers to market their wines under a single homogenised label.