Lidl France has launched a new attempt to attract customers through eight new upmarket additions to its wine offering, lsa.fr reports.
The selection of new wines, the most expensive of which will retail at €160, will boost the profile of its 2015 wine fair (2-5 September), according to the company. The least costly of these retails at €50.
The eight additions are Château Carbonnieux (Pessac-Léognan 2007), Château Talbot (Saint-Julien 2010), Château La Tour Blanche (Sauternes 2009), Château Pavie (Saint-Emilion 2011), Château Pape Clément (Pessac-Léognan 2012), Château Rieussec (Sauternes 2009), Château Gruaud Larose (Saint-Julien 2011), and the €160 Château d'Yquem (Sauternes 1998).
Lidl UK at present employs a not dissimilar strategy of including high-end wines in its portfolio, which notably includes a number of Châteauneuf-du-Pape vintages. This has proved highly successful, with sales figures up by 40 per cent in the last year, though the habits of the French wine-buying public are far removed from their UK counterparts.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
