Juliette Lagrue
The Lidl Pops wine cellar in the city center
LIDL launched its Wine Fair in Paris with a nice surprise: the opening of its very first pop-up boutique dedicated to wines. Located in the city center, a stone's throw from the Hôtel de Ville, this boutique had nothing to do with the brand's traditional stores.
When LIDL announced this first pop-up store, I was both surprised and excited to see what they had in store. For a chain specializing in "smart discount," opening a pop-up store dedicated to wine seemed like a bold move.
Named “La Cave à Vin LIDL”, the store offered an elegant and refined experience. The word chic, rarely associated with LIDL, was a must here: a bright, tastefully decorated space, with bottles, carafes, corks and even real vines, recreating the atmosphere of a real cellar.
Upon entering, I felt a relaxed atmosphere, and it was clear that visitors were there out of curiosity or pleasure, and not out of necessity. Inside, we were able to discover a selection of 50 wines, all available in the brand's stores or at the Wine Fair. Thanks to its strong negotiating power, LIDL offered prices ranging from 3 to 50 euros, for quality wines.
To advise visitors, LIDL has recruited two sommeliers to be present on site.
The only downside: the store didn't offer on-site tastings, which would have enhanced the experience. However, the brand has made up for it by launching a website dedicated to wines and a same-day delivery service.
With this pop-up, LIDL continued its strategy of reaching out to the Parisian urban public and reinforced its legitimacy as a distributor of quality wines. In my opinion, the experience was definitely worth the detour.
