New Aldi wine range to aid trade-up

20 March, 2015

Aldi has upped the ante in the aisles by releasing a set of £9.99 wines to trade its customers into higher price points.

The retailer, which was named Multiple Wine Retailer of the Year at OLN’s Drinks Retailing Awards last month, said the range of four “boutique” wines was designed “to offer Aldi’s discerning shoppers top, exclusive wine choices”.

The wines are available in limited batches of 25,000–35,000 bottles per wine, and every bottle will be marked with an individual lot number featuring labels designed by artists local to the vineyards, and a tag giving information on the winemaker.

The wines hail from across the world and tap into some recent trends highlighting developing regions and more unusual blends.

The first lot in the range will be a Malbec/Cabernet Sauvignon/Petit Verdot blend from vineyards in the Uco Valley in Argentina, which Aldi claims are some of the world’s highest.

A Tasmanian Chardonnay is also launching, made by Adam Higgins, head winemaker at Taylors Wines. A third wine, a Languedoc red blend, has been made for the range in collaboration with French winemaker Jean-Claude Mas.

The last in the line-up is a Sauvignon Blanc from Chile’s Leyda Valley, produced by Nicolas Bizzarri, a member of the family behind the Luis Felipe Edwards winery.

The launch is the latest in a series of moves by Aldi to grow its share of wine sales, which last year surged by 40% in value and volume as other retailers experienced significant drops.

Offering everyday low pricing has been key to its strategy, eschewing price promotions and focusing on a small number of SKUs that aim to give “breadth of choice within a selective range”.

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