Lidl Wine Cellar promotion expanded as retailer seeks to boost growth

31 March, 2016

Lidl is ramping up its Wine Cellar promotion by offering shoppers a fresh selection of wines every two months from June.

The retailer launched Wine Cellar as a quarterly promotion in 2012, when it carried eight new wines, and by 2015 it had snowballed.

Last year the promotion bolstered the Lidl offering with 250 wines from across the globe, a 300% increase on 2012.

Now it is turning into a seasonal promotion rather than a quarterly one, with collections going on sale every two months from June 2.

That promotion will include the widest range of sparkling wines Lidl has ever had at one time, along with wines from France, Germany, Spain, Hungary and Italy.

In 2015 Lidlís wine sales grew 38% year on year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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