Lidl goes FANCY

15 July 2014

Châteauneuf-du-Pape-AC-Aldi In a direct attempt to wooooo middle class shoppers who would rather flagellate themselves with uncooked quinoa than set foot in a Lidl, the German budget supermarket is now offering fancy French wines alongside the off-brand dodgy cider and cans of beer with ‘BEER’ written on them.

Yes, Lidl is seriously stepping on the other supermarket’s toes here, offering wine from the Chateauneuf-de-Pape vineyards for much cheaper than anywhere else. Prices start from £4.99 for a cheeky white Cote de Gascogne (nothing to do with Gazza mercifully) to £21.99 for a 2006 Chateau La Tour.

Lidl are spending £12 million – the most they’ve ever spent – on this product launch, and are hoping to change the way the budget supermarket is seen by the middle classes – and lure them away from Waitrose.

Ben Hulme, senior buying manager for wines at Lidl, said: ‘Our choice offers extraordinary value for money for some of the best wines in the world. Our pricing is transparent and open, unlike a lot of the permanent 'offers' on the High Street.’

Of course, everyone knows that the middle classes secretly shop at Lidl anyway, buying up parmesan and Parma ham undercover of darkness while wearing joggy bottoms to hide their shameful privilege...

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