Juliette Lagrue
The Lidl Pops wine cellar in the city center
LIDL has launched its Wine fair in Paris with a nice surprise: the opening of its very first pop-up store dedicated to wines. Located in the city center, a stone's throw from the City Hall, this store had nothing to see with the brand's traditional stores.
When LIDL Announced this first pop-up store, I was both surprised and eager to find out what they had prepared. For a channel specialized in “smart discount”, opening a pop-up store dedicated to wine seemed like a daring choice.
Baptized “The LIDL Wine Cellar”, the store offered a elegant and polished experience. The word swanky, rarely associated with LIDL, has come to the fore here: a bright space, tastefully decorated, with bottles, carafes, stoppers and even Real vines, recreating the atmosphere of a real cellar.
As I went in, I felt a relaxed atmosphere, and it was clear that the visitors were there by oddity or pleasure, not out of necessity. Inside, we were able to discover a selection of 50 wines, all available in the brand's stores or during the Wine fair. Thanks to his strong bargaining power, LIDL offered prices ranging from 3 to 50 euros, for quality wines.
To advise visitors, LIDL has recruited Two Sommeliers present on site.
The only downside: the shop did not offer a tasting on site, which would however have strengthened the experience. However, the brand caught up with the launch of a site dedicated to wines And a same day delivery service.
With this pop-up, LIDL continued its strategy of approximation with the Parisian urban public and strengthened its legitimacy as a distributor of quality wines. In my opinion, The experience was definitely worth the trip.
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