Wine Anorak dismantles the romantic idea that en primeur buying automatically pays off, arguing that collectors often forget inflation, annual storage charges, and the opportunity cost of tying money up for years. Jamie Goode runs a worked example of a £1,200 case bought 15 years ago, showing how inflation pushes that to £1,897, storage can lift it to about £2,107, and a modest ETF comparison makes the wine look poor financially, leading him to conclude that, for most buyers, the secondary market now makes more sense than buying futures.