Berry Bros & Rudd sales director Simon Staples said Bordeaux ch‚teaux should take last year's frenzied market into account before setting 2006 pricing.
Staples said: "Customers have a 2005 hangover - they spent too much money. I spent five times more than I was going to and most people spent at least double. If first growths sold for £450 in 2005, people are n't going to spend £380 on 2006."
He said prices must drop to around £100 a bottle for first growths and £40 for seconds. This represents up to a 70 per cent reduction on 2005.
Tanners' fine wine sales director Rod Holloway agreed . "If they don't reduce their prices, they are not going to sell them."
One wine merchant's sales director , who asked not to be named, said: "Prices have got to come down because the vintage isn't as good as it was last year ... and even though last year was brilliant, we thought prices were high."
Staples - currently tasting en primeurs in Bordeaux - said his comments had "caused a bit of a reaction" from the Bordelais.