Supermarket attacked for 鈧�1 Bordeaux
Winemakers say pricing is intolerable and devalues both the area鈥檚 name and the work of the vigneron
Store giant Carrefour鈥檚 plan to sell Bordeaux wine at less than 鈧�1 has drawn fire from the winemaker鈥檚 federation, who called it 鈥渋ntolerable鈥�.
The pricing is a first for supermarkets although shoppers need to be Carrefour loyalty cardholders to benefit from it. The Comte de Talem Bordeaux is normally sold for 鈧�4.80 and cardholders get it for 鈧�0.96 鈥� an 80% reduction as 鈧�3.84 goes on their card cagnotte kitty for spending later.
Bordeaux winemarkers are not happy, seeing it as abusing their hard-won efforts to make and promote quality wine world-wide. F茅d茅ration des Grands Vins Bordeaux president Herv茅 Grandeau told France Bleu radio:
鈥淟ess than a euro for a bottle of Bordeaux, it鈥檚 completely intolerable and certainly not justified.鈥�
He said that such a price made a nonsense of the hard work of vignerons throughout the year to create their wines.
In all, 150,000 bottle of AOP Comte de Talem were up for sale this week at Carrefour with the store giant using it as a loss-leader, just like two-for-one baguettes, towels or chef鈥檚 knives.
