Fears that a Bordeaux 2010 bubble is developing have been dismissed by Sylvie Cazes, managing director of Chateau Pichon Lalande and president of the Union des Grands Crus.

Speaking to Decanter, Ms Cazes recognised that there is concern about the high prices seen so far during the en primeur campaign, but advised buyers to remember the time America entered the Bordeaux market 30 years ago.

"Every time there is a new market, tension is created. It happened with America in the 1980s and it happened with Asia last year," she said.

"But this year has been more stable – there hasn't been the same excitement."

Ms Cazes went on to say that she believes the market will stabilise itself, and described the prices that the First Growths such as Cheval Blanc have reached as a "special phenomenon".

It follows research from market analyst Neilsen, which showed that French wine has lost market share in the US in the last 12 months, but is still the most talked-about country on social networks.