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Aldi selling £76 wine for just £19

In a bid to lure shoppers from Selfridges and Fortnum and Mason this Christmas, budget supermarket Aldi has slashed the price of its fine wines and spirits by up to 78%.

The 5 Puttonyos expression of Chateau Pajzos Tokaji Aszu

The German chain is selling Hungarian sweet wine Chateau Pajzos Tokaji Aszu 6 Puttonyos 2008 for £18.99, which it claims has a recommended retail price of £76.

Fortnum and Mason and Selfridges currently list the 2008 vintage of the less prestigious 5 Puttonyos Tokaji for £23.50 and £35.99 respectively.

On the spirits front, Aldi lists Ducastaing 1973 Armagnac for £24.99 and Glen Marnoch 18 Year Old Single Malt for £29.99, slashing at least £60 from their rrp’s.

The store is also selling Chevalier XO Cognac for £29.99, Insuperable Solera Gran Reserva Brandy De Jerez for £15.99 and Maynard’s 10 Year Old Tawny Port for £9.99.

“It’s no secret that our shopper demographic has evolved. The past few years have seen a significant shift in perceptions of Aldi amongst high-end shoppers.

“We’re confident this new range will appeal to both existing and new Aldi shoppers as we make the world of fine wine and spirits more accessible to those who haven’t previously been able to enjoy them,” said Tony Baines, group buying director for Aldi.

The store said its “super premium” wines and spirits were “less than a quarter” of the price charged for them by rival retailers.

Aldi was named wine retailer year by price comparison app Wotwine, which counts four Masters of Wine among its tasters.

The discount store now accounts for £5 of every £100 spent in UK supermarkets.

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