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 .
