Furious grape growers in the Rhône Valley rallied outside Lidl supermarkets in Orange and Bagnols-sur-Cèze, expressing their outrage over the sale of wine priced at a mere €1.69 per bottle. The protest involved smashing bottles of Côtes-du-Rhône wine, highlighting their discontent with prices they deem unsustainable.
Jordan Charransol, president of the Young Farmers of Vaucluse, criticized retailers for what he called a "downgrading" of the Côtes-du-Rhône designation. He explained that while the production cost of the wine is around €1.40 per litre, supermarkets acquire it for just €0.80 per litre, then resell it at this low price. Charransol asserted the need for fair payment to sustain viticulture, urging consumers to understand that such low prices do not benefit the growers and to reconsider their purchasing choices.
This protest adds to a series of symbolic demonstrations over the past year. Earlier in March, growers blocked a motorway leading to Lidl’s distribution center in Gironde to protest the supermarket’s sale of Bordeaux wines at similarly low prices, which a representative described as "our death in a bottle."
Lidl responded by stating that it comprises only 7% of supermarket distribution in France and should not be held accountable for the industry’s challenges. They further asserted that their purchasing prices were consistent with overall market rates.
Moreover, wine consumption has been declining in France and worldwide, creating an oversupply crisis that has driven prices down and endangered the livelihoods of grape growers. This phenomenon is not isolated to France; in Australia, for instance, a retailer recently made headlines for selling bottles of Chardonnay for A$1, cheaper than basic staples like water and milk.
The situation underscores a broader struggle faced by farmers, who have a long history of vigorous protests in response to such market pressures.
Additional links related to the current situation include: