Aldi rolls out new Wine Festival

Aldi is upping its game with the launch of a new Wine Festival featuring an “eclectic” selection of 25 limited-edition wines from across the world.

Aldi’s brand value went up by 22% last year (Photo: Wiki)

Going on shelf on Sunday 21 August the new wines are priced between £4.99 and £8.99, with the majority at the £6 and £7 price-bracket.

Joint managing director of corporate buying Tony Baines said the new range came on the back of increased demand which has seen its core range grow in popularity “day by day” and helped its wine sales grow by 7% in the past 12 months.  It comes days after UK boss Matthew Barnes told a Sunday paper it was the discounter’s wine offer that was key to pulling in the punters and fuelling its increasingly middle-class appeal.

Read more: 

Colheita port brands wins first multiple listing 

Indies Rock! Db’s top ten guide to independent wine retail

“The Aldi Wine Festival continues our philosophy of helping to make quality wine accessible to all, whatever the budget. This new collection is another step change for us and takes us one step closer to being the UK’s foremost wine retailer,” he said.

“Our talented team of expert wine buyers have curated a range that embodies innovation, quality and outstanding value for money.”

Lines include a Nero d’Avola from Sicily, a Pinot Gris from Gisborne in New Zealand and Riesling from Baden in Germany, alongside biodynamic Chilean wine, Amigo Secreto Syrah-Carignan (RRP: £6.99). Romanian Nonius Estate Feteasca Neagra Shiraz from Viile Timisului (RRP: £5.49) a Furmint from Tokaji, made by Karoly Ats, a Single Vineyard Vermentino from South Eastern Australia (RRP: £6.49) and an artisan Gewürztraminer from Tasmania (RRP: £8.99)

The collection also includes wines from Portugal, Spain, Chile, South Africa, Italy, and Argentina, as well as more regional Australian wines.

In 2015 Aldi launches its Lot Series, a collection of limited-edition wines made in partnership with well-known winemakers, but the new Wine Festival can be seen as a reaction to Lidl’s popular Wine Cellar, which this year upped its frequency from four to six a year.

In January, the discounter expanded its range with the launch of its online wine shop which carries around 40 exclusives lives. The online range was supported with a pop-up shop in trendy Shoreditch in London during London Wine Week which gave customers the opportunity to sample and buy 20 wines from the Aldi range to sample and join in free masterclasses hosted by Sam Caporn MW.