Aldi "Hermitage"

A question about : Aldi "Hermitage"

Not just on Supermarket bashing, but a serious question....

Aldi are selling Paul Chevalier Hermitage for Ј19.99
Now, Hermitage is a very small, prestigous area, looking at the Web, I cannot find any record of this producer. So, I am guessing it is Aldi's own branded name. It has Appelation etc on the bottle.
Therefore, how can I be sure it is actually Hermitage wine ? Are supermarkets allowed to call the wine what they like ?
Could they sell a cheap bottle of plonk they have produced as Aldi Chateauneuf du Pape ?

Best answers:

• [QUOTE=antrobus;66977551]I suspect it's 'Paul Jaboulet Aine'. Their white is sold as 'Chevalier de Sterimberg', so I'd guess someone has concocted the name 'Paul Chevalier' in order not to embarass anyone.
  Note sure I follow. If it is "Paul Jaboulet Aine" which is a respected brand and would give credence to the price & quality, whay would they say it is something (slightly) different ?
• I used to buy Paul Jaboulet's Cotes de Ventoux from Oddbins; gorgeous wine it was around Ј7 but by far the cheapest in the range. The Hermitages were much more expensive. Will deffo check this one out.
• [QUOTE=antrobus;66983900]You miss the point. It's what Paul Jaboulet Aine (or whoever) thinks that matters.
  Caviar isn't a brand it's a product description. Aldi are selling Hermitage wine as Hermitage wine, in the same way as they are selling caviar as caviar.
  I am still confused by this.
  Hermitage is such a small wine area & all the producers are easily found on the web. We seem to be assuming this is Paul Jaboulet Aine, as it sounds a bit like it. We have the "Paul" and the "Chervalier" which is part of the name of one of their wines.
  Its a bit like having your own brand Champagne & calling it Dom Reserve or something like that, assuming the word "Dom" has no copyright.
  If you were wealthy enough to regularly drink Hermitage wine, you would pay the Ј50 or whatever for one of the known brands.
  If you are not poor & like to treat yourself at christmas, why would you pay Ј19.99 for something that is probably Hermitage as presumably you are not allowed to say it is if it isn't, but the brand is a made up name ?
  I guess the proof is in the pudding, i.e. if it sells.
• Thats brilliant detective work antrobus !
  Looking at their online shop from your link
  https://www.cavedetain.com/wine/hermitage-rouge-,bouteille,15.html
  Their 2010 Hermitage is 26 Euros.
  Add a bit for UK Duty, then take a bit off for Supermarket buying power and the price would come to....let me see... around Ј19.99