Why did the shopper cross the road? Not because the chicken wine was on offer, if Andrew Bayley has anything to say about it. In a category dominated by promotions, La Vieille Ferme’s commitment to affordable base pricing has helped make its wines an “everyday indulgence” enjoyed by millions, the UK & Ireland MD at French vintner Famille Perrin believes.

“La Vieille Ferme has always had a small bridge in terms of on and off promotional pricing,” he says of the brand, which went viral after being dubbed ‘the chicken wine’ on TikTok in 2024. “That’s essential, because it drives high base sales. People may or may not cross the road if they know it’s on promotion, but they’ll always think: ‘I’m here, so I may as well buy it’.”