Bordeaux launches the “award for the most insulting retailer towards the wine industry”

t would be an understatement to stay that feelings are still running high in Bordeaux after Lidl released its special offer of €1.39 on the second bottle of AOC red Bordeaux under its La Croix de Ceyssac label, a 30% discount compared with the first bottle retailing for €1.99 from July 3 to 9. Producers are also facing the prospect of special offers from Aldi during its in-store autumn wine festivals with the discounter due to market AOC Bordeaux for €1.99 a bottle. Following demonstrations by winegrowers on Saturday July 12 at Lidl’s and Wednesday 18 June at Aldi’s, the Bordeaux wine marketing board CIVB shared its “reaction to the insulting prices on display in supermarket stores” in an internal letter dated July 17.

With the breakeven price for a bottle of AOC Bordeaux in the range of €4.39, the board stresses that the special offers “are way below production costs and are detrimental to the image of wine in general”. In a letter sent on July 10 to the chairman of Lidl France – John-Paul Scally – CIVB representatives Bernard Farges (its newly-elected chairman) and producers’ representatives Jean-Marie Garde and Philippe Tapie voiced their “disbelief” at “such ludicrous prices [which] seriously undermine the value of our appellations and the dignity of the men and women who produce them”. Consequently, “the CIVB will be introducing an Award for the most insulting retailer towards the wine industry”, claims the missive, pointing out that “Lidl will undoubtedly be among nominees for this unenviable accolade”.

Lidl representatives acknowledged and shared the economic difficulties experienced by the wine industry during the CIVB conferences in April and December 2024, prompting the CIVB to criticise its particularly “shocking double standards” between its narrative of the past and current promotions. “At the time, you voiced your understanding and support for the industry, whilst also publicly touting your robust connections with farmers”.  Lidl claims it applies a Corporate Social Responsibility policy to “provide our customers with the best value for money” and “guarantee the best prices for our trading partners”. The CIVB claims it actively participates in “the destruction of value through business practices that disparage the product, its provenance and the work of the men and women who allow it to exist”.