The message from American buyers at the beginning of en primeur week is clear: this might be a great vintage, but keep prices competitive. Buyers for California-based importer JJ Buckley were enthusiastic about the wines but were focusing on the lower price-brackets. 'The action is going to be at the €15 to €20 level,' said CEO Shaun Bishop. 'There is a lot of competition in the €50 to €100-level wines and we have already seen high-end Napa and Italian wines come down by 30%.'