The latest online search frequency data is in from Wine-Searcher, and with it we can see which wines surged in popularity during June. As with May’s results, the effect of the 2016 en primeur campaign is evident, with four of the five spots filled by Bordeaux crus that released their 2016 vintage on or after 31st May.
However, if the en primeur effect is to be expected, the likely reason for Giuseppe Quintarelli Alzero’s appearance at the top of the table could not have been foreseen. On 18th June, NBA star LeBron James posted a photo on Instagram of a bottle of Giuseppe Quintarelli Alzero 2007 that he was enjoying, having spent the day hosting his son’s birthday party. To date it has received well over 200,000 likes, surely contributing to its 168% increase in online search frequency. It appears that whilst La Place de Bordeaux is the fine wine world’s premier marketing machine, it is no match for LeBron James and his 31.8 million Instagram followers.
Returning to the en primeur effect, Canon 2016 was released at £73.35 per bottle on 1st June to great acclaim, having achieved its second-best Quality score ever. The leap in search frequency confirms its upward trajectory. Figeac repeats its May performance, surging even further in popularity in June. The 2016 vintage – Figeac’s best since 1989 – was released on 13th June, its 67% increase on the 2015 sterling release price signalling its clear intent to reposition itself.
Calon Ségur and Les Carmes Haut-Brion both comfortably achieved their best ever Quality scores with their 2016 offerings, and sold out quickly, no doubt prompting their surges in online search frequency during June. The next step is to get a famous sportsperson to post a photo of themselves drinking it.
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