The Wine Society, recently awarded Outstanding Wine Retailer of the Year, is set to launch its 2021 Barolo en primeur campaign on Tuesday, January 14. This year’s offering is significantly larger, featuring 61 wines from 27 esteemed producers across seven communes, including La Morra, Barolo, and Verduno. New producers like Ettore Germano and Mauro Veglio bring fresh excitement to the lineup, which has grown by 50% compared to the previous year’s campaign.
Victoria Mason MW, a buyer for The Wine Society, highlighted the unique appeal of the 2021 Barolo vintage, describing it as an exceptional opportunity for seasoned collectors and newcomers alike. She praised the wines’ complexity, precision, and balance, noting their vibrant freshness and a distinctive layer of ripe, rich fruit. Mason likened the vintage to the celebrated 2016 and 2019 Barolos but emphasized the additional dimension of richness and power in the 2021 offerings.
The campaign features a wide range of options, with most wines available in six-bottle cases. For limited allocations, smaller formats, including three-bottle cases and single bottles, will be available. Organized by commune, the campaign also includes mixed cases, such as an “Explore the Communes of Barolo” selection. Prices start at £105 for a six-bottle case of Barolo del Comune di La Morra, while many offerings are priced at £200 per six-bottle case or less, making this vintage accessible to a broad audience.
Mason expressed her excitement about the vintage, emphasizing its ability to showcase the unique personalities of Barolo’s diverse vineyards. She compared the clarity and site expression of the 2021 wines to the detailed appreciation of terroir seen in Burgundy, encouraging enthusiasts to deepen their understanding of Barolo’s distinctive regions.
The campaign will run until January 31, giving collectors ample time to secure their selections. Anticipation is also building for Decanter’s upcoming Barolo report by Michaela Morris, which will offer additional insights and recommendations for this exceptional vintage. With its growing reputation and outstanding wines, The Wine Society’s en primeur campaign promises to be a highlight of the fine wine calendar.