At the WINE PARIS trade fair, Ronan Laborde, President of the Union des Grands Crus de Bordeaux (UGCB), took stock of the Bordeaux grands crus market, highlighting the dynamics of development and future prospects of a region undergoing major changes.

After a historic sales record at the end of the health crisis, the Bordeaux grands crus market has recorded a notable decline in recent years. Far from reflecting any disaffection among consumers, this decline corresponds more to « a correction after an exceptional period », Ronan Laborde reminds us. Between mid-2023 and mid-2024, exports of Bordeaux grands crus amounted to 1.23 billion euros, confirming the resilience of the market in an unstable international environment.

Long dominated by the Chinese market, Bordeaux grands crus are now relying on increasing diversification of their exports. While China and the United States remain key players, new markets that were once secondary are gaining momentum, particularly in Europe (Italy, Spain, Austria) and Asia (Thailand, Vietnam, Malaysia, South Korea). This decentralization contributes to a more balanced geographical distribution, reducing dependence on one or more dominant markets. In 2016, the 15 main importing countries represented 90% of exports of grands crus. This figure has now been reduced to 75%, reflecting a more strategic distribution of demand.

Foreign markets remain essential vectors of Bordeaux’s influence. Each year, thanks to its tours in more than 30 cities in North America, Europe and Asia, the Union reaches between 35,000 and 45,000 professionals and amateurs across some fifteen countries. The record attendance at these meetings demonstrates continued interest in grands crus, which remain competitive and attractive. Ronan Laborde thus underlines the importance of maintaining this loyalty with a public that « vibrates for our wines, eager to meet us to better understand and appreciate our vintages ». The time has therefore come for optimism for the future of Bordeaux vintages. With a unique « savoir-speak », the UGCB is capitalizing on a most remarkable 2022 vintage to strengthen its attractiveness in Europe and with a strong presence at the last Wine Paris in February.

A few days after the WINE PARIS fair and this presentation, François-Xavier Maroteaux, owner of Château Branaire-Ducru, became President of the UGCB. Ronan Laborde will stay in the organization as Vice-president.

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This article has been published on February 21st, 2025.