Lethbridge Herald (Newspaper) - March 24, 1971, Lethbridge, Alberta
34 - THE IETHBRIDGE HERALD - Wednesday, March 24, 1971 Merchant says 'we're pricing ourselves out of business' Revolt fermenting in famous French wine region over price cuts BORDEAUX, France (AP) - A revolt fermenting in this famous wine region promises to cut price tags inflated last year. The Medoc sector, 50 by 30 miles, is one of several "name" areas in the region. A visit there shows the trend. At top-category Chateau Margaux, owner Pierre Gines-tet confesses: "We were pricing ourselves right out of the market. Prices cannot be allowed to outrun the level of general living costs." Ginestet exports three-fourths of his wine. Like all fine Bordeaux vintages, it is "laid down" for aging. A Chateau Margaux 1961 recently sold for $35 a bottle at a London auction. The 1970 crop is considered better than 1969, which was good. But the 1970 volume is far higher than in 1969. The season's first price-breaker was the Baron Philippe de Rothschild, whose Chateau Mouton-Rothschild lies a stone's throw from rival Chateau Rothschild-Lafite, owned by his first cousins, the banking Rothschilds. Baron Philippe placed the opening lot on the block at half last year's price. While that price might come up a bit during the season, the baron was aware that for the 1969 crop, which was in short supply, certain big chateaux played a waiting game to see who could get the highest price. The top figure of $13,500 per tonneau, of 268 gallons, worked out to $11.25 per bottle. By the time it reached a North American restaurant it could be $30 to $40. At Mouton-Rothschild, finance manager Rafael Heras explained the pricing structure. "Certain restaurants dropped us from their list in protest," he said. "It wouldn't do to have vintage wines disappear from public interest because of the price." Heras hopes the middlemen will share this year's reduc- tion with consumers. But sometimes', says Jean Theil, owner of the small Chateau Poujeaux, the middleman makes more than the producer. "I offered my 1966 Moulis-en-Medoc to a New York importer at nine francs ($1.62) a bottle," he says. "The shelf price in New York would have been $3.85. But he wanted to pay only $1.30, for the same shelf price. Something's wrong when he makes more than I do." In the long run, supply and demand seem to work against' the consumer's purse. Worldwide consumption of quality wines should increase 25 per cent between 1965 and 1975, says the French government. Back from Pakistan BELLEVUE (CNP Bureau)- Frank Plowman has returned to his home in Bellevue. after having spent the past three months working for Becker Manufacturing in Pakistan. Mr. Plowman was working on a training program with one of Beckers Drilling rigs working on a dam site in Pakistan. SAFEWAY LOOK FOR SUPER SAVERS With Sritway Discount Prices You Sow m Every ShoMiig Trip! Fine Sugar Alberta Granulated Paper Bag lbs. Ice Cream Snow Star Vanilla,. Chocolate, Strawberry, Neapolitan NEW AT SAFEWAY One Gal. Plastic Pail..... or TOWN HOUSE Prune Plums Canada Choice, Mixed Vegs.r Peas & Carrots 14-fl. oz. tin for TEA and COFFEE FEATURES Ground Coffee Edwards, Regular or Fine, Vacuum Packed, 1-lb. tin 95 c Instant Coffee Tea Bags 10-oz. net wt. jar Casino Black................. . 100 bag pkg. 1 59 0 DAVID'S Sweet Biscuits David's Capri Sandwich, 14 oz. Chocolate Chip, 16-oz. Net Wt. Pkg. for BREAKFAST TIME SAVERS Golden Syrup51b rtM m 89' PAH TuP/IC Kelloggs Raspberry, Cherry, Dutch Apple, � Vlf I Ml l 55* CltOC* BUnny Aliens, Standing .................each 99* Panned Eggs Dairy Maid Mb. Pk9.59* Cello Hay T Ye��w......................31* Giant Easter Eggs ^, 69* FRYING CHICKEN Manor House Brand Frozen, Whole Canada Grade A 3-31 lbs. Avge. lb. Campfire Sliced Side Bacon Boston Butt Roast Piece Side Bacon Fresh Pork Roast Fresh Pork Sausage Skinless Wieners Boneless Chuck Steak Beef Chuck Roast Burns Shamrock, Rindless, Double Smoked, .............. 1-lb. net wt. pkg. Government Inspected Pork............... lb. lb. Picnic Style, Whole or Half................... lb. Bulk Pack ........... lb. Burns, Vacuum Packed, ................. 1-lb. net wt. pkg. OR ROAST Canada Choice Canada Good Beef............ lb. Full Slice, Bone-In, Canada Choice Canada Good lb. 69' 491 49' 39� 69< 59' 79' 63'