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 Lidl’s wine sales grew 38% year on year.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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