The Big Pour: Exploring the Rising Popularity of Large Wine Formats

By | 28 January 2025

From exclusive clubs to supermarket shelves, large-format wine bottles are captivating wine lovers around the globe. Recent celebrations at esteemed wine venues showcased impressive large bottles, like an imperial of Château d’Yquem 1996 and an 18-litre melchior of Blandy’s Madeira, signifying the growing trend of oversized wines.

During the summer of 2024, Sainsbury’s witnessed a remarkable 96% year-on-year sales increase for La Vieille Ferme rosé, commonly referred to as “chicken wine.” The supermarket capitalized on this popularity by introducing magnums, prompting enthusiastic customers to flock to stores.

But what drives the increasing appeal of large wine formats? Starting from the 1.5-litre magnum to the 18-litre melchior, large bottles attract attention for several reasons:

  • Slower Aging: Larger bottles age wine more slowly due to a lower oxygen ratio, enhancing balance, complexity, and longevity—qualities emphasized by wine experts like Paul Richards from 67 Pall Mall.

  • Preservation: With thicker glass, larger bottles provide better protection from light and temperature changes, reducing premature oxidation and offering greater stability for long-term storage.

  • Social Sharing: Large formats enable sharing among groups, fostering communal experiences.

  • Environmental Impact: Despite the thicker glass, they can minimize packaging waste per litre, appealing to eco-conscious consumers.

  • Rarity: Although gaining popularity, large formats remain relatively scarce, making them highly sought after by collectors.

The allure of large bottles extends beyond practical benefits. They serve as conversation starters and contribute to a unique dining experience. Clubs like 67 Pall Mall use advanced machines to elegantly pour wines from these grand formats, creating a theatrical element during service. Notably, the presence of large-format wines often adds a distinctive prestige to the occasion, appealing to members who appreciate the grandeur associated with them.

Moreover, large bottles reveal significant investment potential. According to Peter Shakeshaft, investments in large formats can yield higher returns. For instance, three magnums of Petrus 1995 sold for £17,200, offering a 16.5% premium over their standard-sized counterparts.

In the auction market, large formats have been generating excitement, with rare bottlings fetching breathtaking prices. Recently, a magnum of 1978 Richebourg from Henri Jayer sold for CHF 109,800 (£98,000) at a Swiss auction. Upcoming auctions, such as one hosted by Dreweatts, promise to feature coveted imperials and double magnums, underscoring the ongoing allure of these magnificent wines.

Despite their numerous advantages, potential buyers should be mindful of certain risks. Larger bottles are more susceptible to cork taint due to their seals, illustrating that while size matters, careful consideration is necessary.

Ultimately, whether for investment or celebration, large-format wines provide a distinctive experience that elevates any gathering, captivating enthusiasts across all fronts.

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