€0.01 Bottle of Wine in French Supermarket

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12 December 2025

In a Lidl supermarket in Sérignan in the Hérault region a 75 cl bottle of Côtes-de-Gascogne rosé was briefly on sale for €0.01, far below its normal price of about €2.99, sparking anger among local winegrowers. Lidl said the price was the result of an internal labelling error and removed the bottles once the issue was raised, but the label had presented the price as part of a “flash sale”.

Farmers’ union representatives said the shockingly low figure undermines local producers already struggling with climate change and shifting drinking habits, and warned they would protest if similar pricing reappears in that store or others. They argued that such offers risk training consumers to favour ultra-cheap wine over locally made products and devalue wine generally. Lidl maintains it was a mistake linked to its stock handling system and not meant to be sold at that price.

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