As part of an attempt to remodel its image, Lidl France is advertising the number of products it sources from within France, and is pushing top-end made-in-France wine in its 2015 wine fair, lsa-conso.fr reports.
The joint managing director of Lidl France, Michel Biero, has said that the company wants to be perceived by the French public as not just a discounter, but a discounter of a 'different class'.
Its wine fair features eight new upmarket additions, which are all French. Biero says that the initiative is designed to “reach a new kind of customer who we want to attract to our stores, and to show this shopper what Lidl France is all about now.”
These top-grade wines 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 Château d'Yquem (Sauternes 1998), which at €160, is the most expensive of all the vintages offered at the fair.
Biero stressed that 70 per cent of Lidl France’s agrifood products are now sourced in France, and added that it would always be impossible to reach the 100-per-cent mark because of the sheer range and number of products the retailer offers.
© 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.