The Wine Society is set to enhance its en primeur campaign for the 2021 Barolo vintage by 50%, celebrating the vintage’s "exceptional quality and potential." The campaign, launching on January 14, will showcase 61 wines from 27 producers across seven communes: La Morra, Barolo, Verduno, Castiglione Falletto, Monforte d’Alba, Serralunga d’Alba, and Novello.
This year’s selection will be significantly larger than that of the 2020 campaign, with participation from new producers such as Ettore Germano and Poderi Oddero amongst others. Victoria Mason, a buyer and Master of Wine (MW) at The Wine Society, emphasized that this vintage is ideal for both seasoned Barolo collectors and newcomers to fine wine.
Most wines will be available in standard six-bottle cases, though options for smaller packages will be available when allocations are low. The pricing begins at £105 for a six-bottle case of Barolo del Comune di La Morra, Ciabot Berton 2021.
Mason highlighted 25 of the wines priced below £200 for a six-pack, which offers excellent value given their potential for aging. The Wine Society was recently awarded the title of Outstanding Wine Retailer of the Year at the Decanter Retailer Awards.
Mason noted her excitement about the 2021 vintage, which she described as exhilarating, intentional, and precise, with great complexity and length. She draws parallels with the quality of the desirable vintages in 2016 and 2019 but insists the 2021s deliver an extra layer of fruit and structure, showcasing the unique characteristics of their terroirs.
The en primeur offer will be available until January 31, providing customers the chance to explore the distinctive profiles of Barolo wines. For further insights, Michaela Morris will share her expert selections in a report to be published in March.