Suspicions that the 2008 Mouton-Rothschild label would be designed by a Chinese artist were confirmed last week.
Prices have been creeping up in the past 12 months amid the speculation. Since Xu Lei was announced as the artist, prices went up 20% overnight. According to Fine & Rare Wine’s market data tool (frw.co.uk), a year ago, you could pick up the 96 Parker point wine for £2800; now you’re looking in the region of £8750. A 211% rise in value.
The Mouton move followed Chateau Lafite’s announcement that the 2008 vintage would feature the Chinese number eight symbol on the bottle. The wine’s value has since surged. In the past twelve months, the price has increased from £4857 to £15,303– a rise of 215%.
Which brings me to ask the question – why aren’t other producers doing the same thing? A New World producer with some traction in Hong Kong, Beijing and Shanghai would be pretty smart to follow the likes of Mouton and Lafite. If a Kiwi winery – say Craggy Range, Te Mata or Villa Maria employed the services of a Chinese artist or designer for their top Bordeaux blend (Sophia, Coleraine and Twyford Single Vineyard respectively) it woud be incredible PR – increasing awareness, sales and possibly prices. Surely, it couldn’t be that difficult and a cost benefit analysis would no doubt conclude benefit benefit benefit.
Do it now before everybody else does.
