LIDL BRINGS BACK SELL-OUT ‘CHATEAUX NOIR’ EVENTS AS NEW RESEARCH SHOWS OVER A QUARTER STILL THINK THE PRICER THE PLONK THE BETTER

• Four years on from sell-out success, Lidl brings back beloved wine tasting in the dark event series, Chateaux Noir – designed to democratise wine and challenge preconceptions about wine etiquette
• It follows new research that more than a quarter (27%) still splurge on high-end labels thinking they’re better quality, while one in three find wine etiquette ‘snobbish’
• Launching nationwide, Lidl goes head-to-head with big brand rivals in a bid to prove you don’t need to splash the cash to enjoy quality wine this Christmas
• For just £5 a ticket to the hottest event in town, visitors will be treated to a selection of several top

3rd October, London – Heard it through the grapevine: In the biggest comeback story since NSYNC, Lidl GB announces its sell-out festive wine tasting in the dark event series is back. Let’s raise a glass to the return of Chateaux Noir.

Launching nationwide, guests will be immersed in total darkness for a series of brand-new blind tasting sessions, carefully curated and hosted by Lidl’s resident Master of Wine Richard Bampfield.

Designed to democratise wine, the revamped sensory spectacle will see Lidl take on major drinks brands as it aims to change the perception that you need to blow the bank to enjoy quality booze this festive season.

Going bigger and better for 2023, the return of Chateaux Noir follows new research that more than a quarter still think premium labels are better quality and are willing to pay above the odds when entertaining. What’s more, almost half (44%) are more likely to splash out when hosting at Christmas or gifting someone else (rising to 56%) – with three-quarters doing so because it’s a special occasion and 35% because they want to impress guests. Shoppers would also pay up to £12.50 for a bottle when hosting, compared to nearly £9, on average, when buying for themselves – a splurge Lidl is hoping to combat through showcasing quality and affordable options.

Guided by Richard, the event also hopes to help shoppers find their favourite flavour this festive season, as a quarter (23%) admit they find buying wine a stressful experience – with more than half (51%) agreeing there are too many options too choose from, and 46% don’t know how to identify a good bottle from a bad bottle. Another third simply don’t know where to start and 32% are simply bewildered by wine jargon.

This means more than half (51%) of the nation tend to stick to what they know, and nearly a quarter (23%) have a ‘go-to’ bottle. Chateaux Noir is all about trying new things and trusting your tastebuds – aiming to educate the

45% that default to whether the wine is on offer or discounted, the half (49%) who choose based on where it comes from and one in five (18%) that decide based on the look of the label. In fact, 24% wish they knew more about wine – with nearly a third saying they would experiment with different wines if they knew more about them. 

With a jam-packed new tasting programme in store, guests at Chateaux Noir will first enter a never-before-seen ‘palate cleansing tunnel’, before moving into a blackout tasting room where they’ll be served by night-vision-goggle wearing waiters. They’ll then be invited to try a selection of Lidl tipples, some tasted directly against big brand rivals, before a grand reveal in the final room. And the best news, for just £5 a ticket, visitors will be treated to a selection of several top tipples.

Lidl GB Master of Wine Richard Bampfield said: “At Chateaux Noir, not only do we want to challenge preconceptions about affordable wine and prove to customers that great taste isn’t determined by premium branded price tags, but to open people’s minds and challenge what they think they know already about wine.

So, if you think you’re a strictly red drinker – think again! We’ll reveal how similar flavour profiles can carry across different categories that you might never have otherwise considered.

This Christmas, Chateaux Noir is encouraging shoppers to rip up the rule book and start experimenting - ultimately, there is no ‘right’ or ‘wrong’ way to drink wine – if you love it, then that’s all that matters.”

Some of the etiquette rules people are open to ditching includes, serving white only for fish (43%), rose is just for summer (39%), only drinking wine that’s corked (37%), drinking champagne only from a flute (35%), red wine shouldn’t be chilled (31%) and avoiding ice in wine (30%).

And when it comes to right and wrong ways to drink wine, 31% find ‘wine etiquette’ snobbish and more than 1 in 10 find it intimidating. While just 8% say following traditional ‘rules’ of wine etiquette enhances their enjoyment of drinking the popular festive tipple.

Chateaux Noir will kick off its residency at Leake Street Waterloo, London, on Friday 10th and Saturday 11th November, before travelling to Argyle Street Arches, Glasgow on 17th and 18th November, with the final stop on the tasting tour ending at West Bay at Titanic Hotel, Liverpool on 24th and 25th November.

Tickets are just £5 plus a £1.13p booking fee, with all proceeds going to the NSPCC - on sale at http://bit.ly/lidl-chateaux-noir. Guests must be 18+ to attend.

ENDS

Notes to editors

Research conducted by One Poll of 2,000 adults who drink wine between 19th – 25th September 2023

TOP ETIQUETTE WINE DRINKERS ARE HAPPY TO IGNORE

1. Sniff and swirl before drinking
2. Only serve white wine with fish
3. Rose is just for summer
4. Only drink wine that’s corked
5. Only drink champagne from a flute
6. Champagne is only for special occasions
7. Only use a decanter for full-bodied red wines
8. Red wine shouldn’t be chilled
9. Avoid ice in wine
10. Drink white wine before red, not the other way around

About Lidl GB

Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 31,000 employees, over 960 stores and 14 distribution centres in England, Scotland and Wales.

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has around 376,000 employees globally, currently operates approximately 12,200 stores and more than 220 logistics centres and warehouses in 31 countries.

The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers.

The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €154.1 billion in the financial year 2022.

For more information about Lidl GB visit https://corporate.lidl.co.uk/