Cognac winegrowers condemn Lidl's XO retailing for €19,99

Wednesday March 14 2018 by Vitisphere

“Such low prices disparage our product, our work and the reputation of our brandies” claimed the UGVC.“Such low prices disparage our product, our work and the reputation of our brandies” claimed the UGVC. - Photo credit : DR

The true price of good things”: the slogan used by the hard-discounter Lidl has a bitter taste for the Cognac wine growers’ organisation (UGVC). “We have just discovered that the supermarket chain is selling a Cognac XO for €19.99”, stated a press release issued by the Charentes organisation. Marketed under the Bredon brand, the 50-cl bottle raises the issue of fair incomes for producers just as nationwide plans for restructuring the food industry are being rolled out (as is a new blueprint for the wine sector).

Once you take away taxes, and assuming there are no intermediaries, these brandies with an ageing count of 10 were probably sold for around €1,702/hl, which is about the price of a 4-year-old brandy”, explained the UGVC. “Unless the producer is facing a challenging financial situation or collective proceedings, we cannot tolerate these prices”. For the organisation, “it is impossible for a farm to make a living with this kind of pricing”.

Inspections due

At the request of the UGVC, the Cognac Marketing Board (BNIC) and the Cognac Appellation Protection and Management Body (ODG Cognac) should check the “compliance” of Bredon XO Cognac. The database of the French National Institute of Industrial Property (INPI) specifies that the brand belongs to Louis Royer Cognacs (purchased in 2015 by the Picard group). Louis Royer has not yet responded to Vitisphere's requests for clarification.

 

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