Secondary wine market sees record growth as buyers diversify beyond Bordeaux and Burgundy

The global online auction platform iDealwine has released its annual report for 2024, highlighting significant shifts in the secondary wine market. Since 2008, iDealwine’s barometer has tracked trends among buyers and sellers, and this year’s data shows a record-breaking increase in activity. The number of bottles traded on the platform rose by 17.7%, with a 15% increase in value compared to the previous year. This growth reflects a market in transition, with buyers showing interest in a broader range of wine regions and styles.

While Bordeaux and Burgundy continue to dominate, accounting for over half of all bottles exchanged, there is notable momentum from other regions. Languedoc saw a 44.3% jump in sales, and foreign wines—especially Italian and Spanish—are gaining ground. Spanish wines, in particular, experienced an 84% increase in volume traded. Despite this diversification, Burgundy remains at the forefront, with 24 of its producers ranking among the top 50 most sought-after domains on iDealwine. Names like Domaine de la Romanée-Conti, George Roumier, and Coche-Dury continue to attract strong demand.

Contrary to expectations that high-value bottles are mostly exported to wealthy American or Chinese buyers, more than half of the most expensive bottles sold on iDealwine in 2024 were purchased by French collectors. In Bordeaux, concerns about the region’s future have not dampened trading activity. A significant portion—56%—of Bordeaux wines sold were from vintages over 20 years old, appealing to buyers seeking wines at their peak maturity. The market remains concentrated around prestigious estates such as Petrus, Château Mouton Rothschild, and Château Margaux.

Pinot noir continues to capture attention across several regions. Prices for wines from Côte de Nuits have surged, and pinot noirs from Beaune, Jura, Sancerre, and even Muscadet are seeing increased demand. Red wines from Alsace are also gaining popularity, especially Grand Cru bottlings that now feature prominently among the most expensive Alsatian wines sold at auction. In Italy’s Piedmont region, nebbiolo-based wines are increasingly sought after; these account for 13 of the top 20 priciest Italian bottles traded on iDealwine.

Red wine still dominates auctions—over 70% of bottles sold—but white wines are making gains. Whites now represent 21% of total sales volume. The Loire Valley leads this category with 65% of white wine sales by volume. Burgundy whites have seen a 37% price increase, particularly those from Côte de Beaune. Savoie and Bugey also show strong growth in white wine trading. The rising interest in white wines is partly attributed to climate change and shifting consumer preferences.

Champagne sales have surged by 38%, with major houses like Krug, Dom Perignon, and Roederer regaining prominence among buyers.

Organic, biodynamic, and natural wines continue to carve out a larger share of the market. While France’s organic wine sector grew by seven points in volume and six points in value overall in 2024 due to climate concerns, iDealwine’s figures show stable volumes (28%) and values (35%) for these categories on its platform. Burgundy leads in value for organic wines due to higher prices per bottle but does not always highlight certification status. In terms of volume, Jura (over 72%), Provence (nearly 73%), and Corsica (almost 83%) are strongholds for organic production. Prices for rare Jura bottles have stabilized somewhat, while those from Languedoc and Roussillon—especially from producers trained by Laurent Vaillé—continue to rise.

The search for rare bottles remains central to buyer behavior on iDealwine. Wines produced only in exceptional years or by now-deceased winemakers are highly prized. Less prominent regions such as Auvergne (+7%), Savoie (+18%), Roussillon (+24%), Beaujolais (+16%), and Southwest France (+15%) have all seen price increases for their rarest offerings.

These trends point to growing curiosity among collectors and a willingness to explore beyond traditional regions and labels. The evolving landscape is reflected both on the secondary market at auction and at primary sales outlets across France and abroad throughout 2024.