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BI offers 2014 imperial collection en primeur

Fine wine merchant Bordeaux Index is offering its clients a 10 imperial collection of Left Bank Bordeaux from the 2014 vintage.

The “60 Litres of Pleasure” collection includes a six-litre imperial from 10 of the leading estates on the left of the Gironde: Léoville Poyferré, Léoville Las Cases, Grand-Puy-Lacoste, Duhart Milon, Ducru-Beaucaillou, Cos d’Estournel, Pontet-Canet, Pichon Baron, Pichon Comtesse and Montrose.

The entire collection is priced at £4,875.

The offer comes “hot on the heels” of a first growth “Imperial Collection” which featured an imperial bottle from Haut-Brion, Mouton-Rothschild, Margaux and Lafite’s 2014 vintages for £6,950.

BI’s head of marketing, Giles Cooper, told the drinks business that around “a dozen” sets from each collection had been sold and there was “still some way to go” with the recent offer.

He added it was designed to be “fun” and was a way for buyers to “re-evaluate” how they approached en primeur.

“Ten imperials, that’s 10 great parties,” said Cooper who added it was a way to sell on pure appeal rather than picking apart prices upon release and making comparisons to historic prices.

“Just forget the cost,” said Cooper. “Take it at face value, does this look like a good wine at this price? This strips it straight back to that, ‘here’s the price, do you want it?’”

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