Lidl announces launch of classic French wine

Lidl is planning to launch a range of 40 classic French wines, in a bid to draw in discerning middle class wine drinkers in search of bottles that wouldn't be out of place in their wine cellar - but at bargain basement prices. The wines will be on the shelves by September, in time for the first moments of the Christmas shopping marathon.

The range features wines from Bordeaux, Burgundy, the Loire and the Rhone Valley. It includes one bottle priced at £4.99, and a bottle of Champagne for £16.99. However, there are plenty of mid-range wines priced between £5 and £9.

The wines aren't second-rate brands trying to cash in on the reputation of the growing region. Lidl has used its buying power to track down real bargains. In May this approach earned it the title of having the best value for money wine of all the supermarkets - on a balance of quality and price. The research by Wotwine found that 65% of its wines offered value for money - just pipping Aldi with 64%. This contrasts with the result at M&S, where it claimed only 26% offered value for money.

Tried and tested

It's not the first time the supermarket has promoted luxury ranges at low prices in an effort to encourage discerning shoppers. It did the same thing with a range of posher wines last autumn.

Ben Hulme, head of wine, spirits and beer at Lidl, said: "Further to the success of last year's French wine promotion it is encouraging to see that the UK has a real appetite for good quality wines. This year we have worked with many large and small chateaux to provide our customers with a mixture of very well-known and some lesser-known wines such as white Chateauneuf-du-Pape."

"We are confident that our new French wine promotion will continue to challenge consumer perceptions further and hope that people who may not have considered shopping at Lidl for their wine will think again."

But what do you think? Are you tempted? Let us know in the comments.

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