Their names are Margaux, Moulis, Pauillac and Saint-Estèphe and they are the Médoc’s village-designated appellations. They enjoy global renown and epitomise the excellence of Bordeaux wines. But in the current lacklustre economic climate combined with declining consumption, the pace of which continues to fasten, can these Bordeaux growths continue to rely on their long-standing attributes to secure a place in export markets? As the market undergoes a paradigm shift, does terroir still make a compelling case that will guarantee their survival and long-term success?

The share of German households buying wine fell during the third quarter for the fourth consecutive year, causing wine sales to drop by 2.6% from July to September 2024. Some categories, however, continue to over-index.