Two weeks ago Liv-ex examined the most viewed wines in the market this year, based on visits to individual wine pages (IWPs) from January until July 2018.
Delving into this data on a regional basis reveals some interesting differences. To do this, we categorised Liv-ex members into four groups based on region: Asia, Europe, the U.K and the USA. We then looked at the most searched for LWIN7s (wine) and LWIN11 (wine and vintage) for each of these groups.[1]
The table below shows the most searched for wines so far in 2017 for the four regions mentioned above.
As the table shows, the First Growths dominate top searches the UK, Asia and Europe. The USA bucks the trend slightly: its most searched for wine is Pontet Canet and although four of the five First Growths are in the top five for the USA, Latour does not make the top ten.
Historically, Asia has led the market demand for Lafite. However, once again the most searched for wine in the region is Mouton Rothschild. Lafite is the most searched for wine in Europe and the UK.
Europe is the only region to include the Right Bank’s Figeac and Angelus in its most searched for wines.
When the top searches are ranked by LWIN11, which includes vintage, Lafite Rothschild dominates in the U.K but the results in other regions reveal some interesting nuances.
In Europe, the top ten features seven wines from the Bordeaux 2015 vintage, which have traded heavily since they made the transition from contracts to wine bottles at the start of the year. This reflects the nature of trade of European trade on Liv-ex which is typically based around the most recently physical Bordeaux vintage.
However, in the USA the focus is more attuned to wines that carry high scores from the Wine Advocate such as the 100 point Pontet Canet 2010 and 2009.
In Asia the number of voyeurs checking the price of Mouton Rothschild 1998 has increased from last year when the wine was the seventh most viewed in the region. This year it is the third most viewed.
Margaux 2015 is the only wine to feature in the searches of all four regions, and Lafite Rothschild 2009 is in the top ten of every region bar Europe.
[1] LWIN is a universal wine identifier that corresponds to details of a selected wine. For example, LWIN7 is a seven-digit number that corresponds to a wine name, e.g. Lafite Rothschild. LWIN11 is an 11-digit number that considers both the wine name and the vintage, e.g. Mouton Rothschild 2014. For more information on LWIN, please click here.
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