On paper, the label of this “Côtes du Rhône 2023” evokes a wine with a modest appellation. Its selling price, however, is puzzling: €1.99 per bottle, €1.39 for the second, on the shelves of the Lidl supermarket in Orange. Cheaper “than a coffee in a bar or a bottle of Cola“, deplore the Young Farmers and the FDSEA of Vaucluse, the majority unions of the profession, who called, this Monday, November 4, for a punch action in front of the store in the Coudoulet commercial area.
Already in the spring, these discounted wines had aroused the ire of Bordeaux winegrowers, against the commercial practices of the hard-discount brand. In the midst of an agricultural crisis, while the collapse of the market and the difficulties of marketing wine now extend to the wines and appellations of the Rhône valley, the winegrowers of Haut-Vaucluse and the south of the Drôme have taken another hit. spotlight, this Monday, November 4, on this harmful offer for the profession. “Since Lidl is cutting prices, we're going to break bottles!“, summarized Benoît Lurie, cooperative winegrower in Sainte-Cécile-les-Vignes, before rushing into the store, followed by around thirty colleagues.
