In Germany Lidl boasts about having more Mercedes in their parking than any other supermarket. They lure their customers to buy in Lidl by promoting their extensive and well procured wine selection. The idea is to attract customers to go in to buy wine initially and make them buy anything else at the same time.
Management theories in the 80s would have classed this as a failing strategy, however for Lidl it works. They target top and bottom of the range customers by-passing the troublesome middle of the road.
In Spain Lidl has launched a TV campaign to promote their wines, featuring some of Spain's most famous regions: Rioja with Marqués de Cáceres and Ribera del Duero with Protos. Two serious wineries who are suing Lidl for advertising prices below costs. Price dumping is illegal in Spain, Lidl's argument is that nobody sues.
In the UK Lidl is gaining market share against the main supermarkets. Lidl struggle (so far) to shake off their low quality image. What is Lidl doing against this? A few things, a similar low price wine strategy is no surprise, you can get decent Sauternes or white burgundy at £6.99, where else?
Another thing Lidl is doing is to Improve their image is opening stores on prime property in London. They will soon be opening their new shop in High Street Kensigton. One wonders what Wholefoods might say about that...
On that happy note, here's the tasting note for the Marqués de Cáceres Rioja.
Aroma characteristics: vanilla, red berries
Tannins: medium to low tannins
Body: medium to full body
Flavours: smoke, vanilla, black fruit, cherry
Finish: medium to long finish
CONCLUSION: Pronounced nose, long finish and a reasonable price make this wine oustanding. Marques de Caceres has a policy of only releasing their wines when ready and it shows.
Marques de Caceres 2010, Rioja
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Luis Garcia studied Business Administration at Toledo University and Management Accountancy (CIMA) in London where he lives and works.