Category: Wine Economics

Masseto, Ornellaia, Tenuta Luce and CastelGiocondo to open offices in Bordeaux       

The prestigious Tuscan estates and the first wine estates in Italy to make such an investment, Masseto, Ornellaia, Tenuta Luce and CastelGiocondo are opening representative offices in Bordeaux during the first quarter of 2022.  These new offices will be set-up for the purposes of strengthening their worldwide sales network, starting with the French stronghold of fine wines.

Masseto, in 2009, was the first Italian wine to be distributed through La Place de Bordeaux. Ornellaia followed suit in 2015. In the wake of their success, in 2019 Tenuta Luce and in 2021 CastelGiocondo Brunello also embraced the international distribution of La Place de Bordeaux. Since 2009, this choice has resulted in ever-increasing results. The Négociants boast a centuries-long history of the sale of fine wines at an international level.

“Making top-tier wines is not enough,” explains Giovanni Geddes da Filicaja, CEO of the Frescobaldi Group. “Knowing how to communicate this quality and choosing the perfect distribution is essential. By considering these years with La Place de Bordeaux as the first step and examining potential sales growth, it now seems logical for us to open a representative office in Bordeaux. Our goal is to strengthen our position by developing a deeper and more integrated relationship with the Négociants, no longer working from a distance, but in close contact with our partners.”

This new venture has been entrusted to Patrick Lachapèle, who will take on the role of Director of the representative office, returning to France after 16 years in Asia where he worked as the Asia-Pacific Export Manager for Baron Philippe de Rothschild and then as Director, Asia-Pacific, Middle East, Africa and South America for Ornellaia and Tenuta Luce. Patrick will work alongside the commercial directors of the four estates, which will remain individually managed.

Masseto wines are available to all markets through La Place de Bordeaux with the exception of Italy, United States and Canada where Masseto retains direct distribution. Ornellaia wines are available as well through La Place de Bordeaux with the exception of Europe, United States and Canada. In the case of Tenuta Luce, La Place de Bordeaux holds the distribution in Asia (with the exception of Japan), Africa and Middle East; meanwhile, CastelGiocondo is available with the Négociants in China only.

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Fine Wine’s Benchmark Index Sets a New Record

Fine wine prices have risen consistently over the past 17 months, the market’s most bullish period to date.

 The Liv-ex Fine Wine 100 index, which tracks the price performance of the 100 most sought-after fine wines on the secondary market, rose 2.2% in October to close at 372.44 – an all-time high.

This is according to a recent article from Liv-ex (the London International Vintners Exchange) titled ‘Fine wine’s benchmark index sets a new record’, which explores how and why the index has set a brand-new record in October.

The article looks at the history of the Liv-ex Fine Wine 100 index, which can be found on Bloomberg terminals. It was officially launched in December 2003 but backdated to July 2001, in its first two decades, it has increased 272.4%, survived three global financial crisis and returned more than the S&P 500.

With fine wine prices consistently rising over the last 17 months, the longest bullish period in the fine wine market to date, it indicates high investor confidence and a healthy market.

Liv-ex is the London-based global marketplace for the wine trade, where 550 fine wine businesses from around the world buy and sell wine. What happens on the exchange is a reliable indicator of the health of the secondary wine market.

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Beaujolais Nouveau Prices Increased by 50%

The Beaujolais Nouveau sales campaign got off to a flying start this week, taking negociants by surprise! The trade expects prices to be capped at 250 euros/hectolitre for Beaujolais Nouveau and €270 /hl for Beaujolais Villages Nouveau, one operation launched this year’s ‘blitzkrieg’ with prices of €300 /hl for Villages primeurs.

As co-operative wineries began selling their wines, the campaign remained firmly on track at these launch prices. Initial market price lists issued by the Beaujolais wine marketing board show that the prices of Primeurs are in excess of €280 /hl for Beaujolais Nouveau and €300 /hl for Villages, an increase of 50 % compared to the ceiling price of €190 /hl which led to winegrower demonstrations last year. After the frost and mildew, “the crop is small and there is nothing to panic about”, said David Ratignier, chairman of the producers’ organisation, in a bid to put the hikes into perspective. He claims that “prices are not skyrocketing but increasing due to a small crop (barely 35 hl/ha for Beaujolais and 30 hl/ha for Villages). Constrained yields are compounded by lack of inventory and record sales”.

Compared to last year’s downward pressure on pricing, Olivier Richard, secretary of the Greater Burgundy wine brokers’ organization, claims “we’re going from one extreme to the other. I’ve never seen anything like it – a quota system for Primeurs. There are so few wines and so few unspoken-for volumes that even if the trade is reluctant to pay the prices, the ball is in the court of the winegrowers”.

 

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Italy Becomes ‘Dominant Force’ on the Fine Wine Market

According to Liv-ex, Italy has become a ‘dominant force’ on the fine wine market, with the country’s previously under-represented regions rising in importance on the secondary market.

Last year Italy’s sub-index increased 12.2%, and the increased trading of Italian wine on the secondary market trade has shown Italy becoming the third most traded category, according to a recent Liv-ex report. Italy enjoyed a record high market share at 16% in the year-to-date, behind Bordeaux (40.5%) and Burgundy (20.4%).

In recent years, there has been a significant expansion in the market of Italian fine wine, with the number of vintage wines on the secondary market having grown 2,566% between 2010 and 2021. There is no sign of this slowing either, as this year has seen it surpass the levels achieved for the whole of 2020, by 5.3%.

The Liv-ex report shows that demand for the critically acclaimed Super Tuscans has generated the majority of trade, offering steady returns and low volatility. However, as this demand has grown, more Italian brands have entered the secondary market, and there has been greater exposure of some of these ‘lesser’ known regions, such as Veneto, Abruzzo, Umbria, and others which have entered the market in the last two years.

“The increased diversity of Italian wines trading on the secondary market would not have been possible without Italy’s strengthened image as a competitive fine wine force on the international stage,” Liv-ex said.

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The World’s First Wine Bank Launches Cryptocurrency

The Italian Wine Crypto Bank (IWCB), the only global wine bank based on blockchain and cryptocurrency launched today (September 21, 2021) what it calls “the first cryptocurrency in the world entirely guaranteed by wine.”

The coin used is called IWB and this evolutionary utility token is tradable through LATOKEN Exchange on the secondary market, particularly with Italian wines.

Currently, there are 27 Italian wineries that have partnered with IWCB for the IWB cryptocurrency, according to IWCB.

The wineries include: Allegrini, Arnaldo Caprai, Baracchi, Barattieri, Boroli, Casa E. Di Mirafiore, Castello Di Perno, Castello Di Querceto, Elena Fucci, Fattoria La Magia, Incontri Organic Wine, Macchie Santa Maria, Marchesi Mazzei, Mocali, Planeta, Podere Il Carnasciale, Poggio Al Tesoro, Salvatore Molettieri, San Polo Montalcino, Tasca D’Almerita, Tenuta Di Capezzana, Tenuta L’impostino, Tua Rita, Vini Franchetti Tenuta Di Trinoro, Passopisciaro, Sancaba, and San Filippo.

“The big news is that, compared to all the other tokens, IWB can be redeemed by its holder at any time, obtaining fine Italian wines from the IWCB portfolio for the same value paid for the tokens in the IEO”, explains Davide Casalin, Operations Manager of the IWCB.

This means the investment in IWB tokens is fully guaranteed by fine Italian wines, and it will also allow IWB tokens in the future to be used to directly buy wines from producers, according to IWCB bank.

“The Italian Wine Crypto Bank is a winning way to expose the fine wines of our Partner Wineries to the new market of crypto users, which are now over 221 million worldwide, and expected to double in the coming months”, adds Rosario Scarpato, Founder and Director of the IWCB.

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