Chicken wine: why is this accessible supermarket wine suddenly a hit?

This is the wine that has tens of thousands of “likes” on TikTok at the moment. “Chicken wine”, better known as La Vieille Ferme here, is becoming a real hit across the Atlantic. But how can we explain such success? “The great thing is that this wine has been sold for 40 years”s’amuse Belgian sommelier Éric Boschman. “Behind, we find the Perrin family who are producers from Châteauneuf-du-Pape. Their Cuvée Hommage à Jacques Perrin is produced in ultra-limited quantities and sells for up to €300 or €400 per bottle. They also vinify Château Miraval, the estate by Brad Pitt and Angelina Jolie. Next to it, they marketed La Vieille Ferme in mass distribution. In Belgium, this wine has been a success for around ten years”.

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But how can we explain that influencers are suddenly snapping up this drink all the way to the farthest reaches of the United States? And that La Vieille Ferme, now renamed “Chicken Wine”, is displayed from every angle on social networks? Because, with its chicken design as a minimalist label, we wouldn’t immediately bet on a super Instagrammable product. Unless… “On the contrary, the concept is perfect! If you want to sell to young people, don’t try to pretend to be young. They never changed their label. Their name is simple and accessible. And, as a bonus, it’s good, it’s well done, inexpensive, and perfectly structured for young customers”continue Boschman.

An uninhibited approach to wine that has caught on thanks to a handful of TikTokers. It was enough for the bottle to become one of the most discussed among wine influencers. In a world sometimes perceived as elitist, Chicken Wine breaks the rules with a simple promise: a wine designed to accompany everyday meals, and in particular a popular and accessible dish, roast chicken. We are far from the sought-after vocabulary of traditional viticulture, which offers a more playful aspect.

We thus desecrate the idea that advanced expertise is necessarily required to appreciate wine. “Chicken wine” is aimed at those looking for a simple and tasty pairing without spending hours deciphering the aromas or appellations. Nor break your wallet, count between 5 and 7€ per bottle. An approach that resonates with consumers looking for “friendly, hassle-free” bottles. “Wine was once a culture of transmission. Today, it has become a culture where you have to go find the information yourself. However, Generation Z has become accustomed to receiving it, and all wine producers are tearing their hair out to reach this target. Here, TikTok – considered by many young people as their main information channel – advises them directly on which bottle to buy. The Perrin family didn’t have to do anything, it’s the best marketing strategy there is.”. Éric Boschman tempers it all the same: “All TikTok trends eventually run out of steam”.