One-Cent Wine Sparks Outcry Among French Producers Over Supermarket Pricing Practices

A bottle of Côtes-de-Gascogne rosé was briefly offered for sale at the price of one cent in a Lidl supermarket in Sérignan, a town in the Hérault region of southern France. The incident occurred when the wine, which usually retails for about 2.99 euros, was mistakenly labeled at 0.01 euro. The supermarket chain quickly removed the product from shelves after being alerted by the local branch of the FDSEA, an agricultural union representing farmers and winegrowers.

Lidl described the situation as a labeling error. According to representatives from FDSEA 34, the wine in question had been removed from regular inventory and its stock value set to zero, which led to confusion over its retail price. The union contacted Lidl as soon as they noticed the price, and the bottles were withdrawn from sale within hours.

For many local wine producers, this event is more than a simple mistake. Guilhem Vigroux, a spokesperson for FDSEA 34, expressed strong concern about the message such pricing sends to consumers. He pointed out that even the cost of producing a label for a bottle exceeds one cent, making it impossible for any producer to survive on such prices. Vigroux said that even previous promotions offering bottles at one euro were already shocking to many in the industry.

Winegrowers argue that these ultra-low prices undermine both their livelihoods and the perceived value of French wine. They worry that consumers may come to expect wine at prices that do not reflect the costs of production or the work involved in making it. Agricultural leaders in Hérault warn that such aggressive promotions could destabilize consumer perceptions and further erode already thin profit margins for producers.

This episode is not isolated. In recent years, large supermarket chains in France have faced criticism for selling entry-level wines at very low prices during promotional events like wine fairs. Bottles of Bordeaux have been seen on shelves for as little as 1.89 euros, and Côtes-du-Rhône for under two euros. These practices have sparked protests and symbolic actions from winemakers who say they cannot compete with such pricing.

The broader context is one of mounting tension between French wine producers and major retailers. Many in the industry say that “killer prices” contribute to a devaluation of agricultural labor and worsen challenges already facing the sector, including declining consumption, overproduction, and rising costs. Some unions argue that a fair retail price should be significantly higher than current promotional offers to ensure that winemakers can earn a living wage.

The debate touches on deeper issues of economic survival, cultural tradition, and national identity tied to French wine. As supermarkets continue to use low prices as a marketing tool, producers are calling for greater respect for their work and for regulations that protect both their incomes and the reputation of French wine. The controversy highlights ongoing struggles within France’s food and beverage industries over how products are valued and sold in an increasingly competitive market.