DP ’04 off to a flying start

Wine merchant Bordeaux Index has reported sales of over £1 million in three hours for the new 2004 Dom Pérignon.

In contrast to the rather moribund if not completely stagnant Bordeaux en primeurs, sales of prestige cuvée Champagne seem to be very popular.

Bordeaux Index buyer, Gareth Birchley, told the drinks business that at around £460 for a six-pack, some merchants have said it may be too expensive.

“Our customers seem to disagree,” he said. “We’ve sold around 18,000 bottles since 9am. Three times our original allocation.”

The merchant is fast becoming a major Champagne seller having sold out of 2002 Dom Pérignon rosé in an hour earlier this year and done a roaring trade in Taittinger’s 2002 Comtes de Champagne late last year.

In October last year the merchant reported Champagne sales of £5m, this year it expects to double that, having already sold “well over” £4m worth of bubbly – further proof that Champagne has managed to successfully connect with the fine wine market.

“We’re well over £4m-worth of Champagne for the year,” said Birchley, “It’s become a major feature for us. We’re hoping to do £10m this year.

“Dom Pérignon has been a massive part of that. As a brand and a prospect for investors and drinkers it still provides incredible value.

“Our sales of Dom Pérignon are over £2m this year, which is 50% of our Champagne sales.

“The market (for fine wine) is still there. People are out buying. We’ve got a few customers spending large amounts on wine and Champagne and we don’t see that slowing up.”