Lidl eyes up Eastern European wines

Lidl is eyeing up Eastern Europe for future development following the success of the Hungarian wine range it launched as part of its Wine Cellar promotion in March.

(Photo: Wiki)

(Photo: Wiki)

Wine buying manager Anna Krettman said the “stand-out” white whites from Hungary, including the Château Dereszla Tokaji Furmint (£5.99) and Tornai 2013 Somló Juhfark had gone down “particularly well” with consumers. The discounter is set to roll out further Hungarian lines and is set to explore Eastern Europe further, she added.

“There is a lot more to bring out from Eastern Europe,” she told db. “The Hungarian offer that came in with Cellar on 3 March has done very well for us and we will definitely do more in the next few Cellars. It has been flying off the shelf.”

Austria was another area that had sold well when it had been added on an hoc basis, she noted. “We haven’t done a [full] Austrian range yet, but we would like to put it on shelf in the Easter or summer next year. In general, aromatic grapes are more popular across the board and people like them and are willing to give them a try.”

Caroline Gilby MW, who works with Lidl as of three MWs on its wine scoring and selection panel, said the idea was to tap into the discounter’s buying teams across Europe and use their existing connections to local growers, a strategy that “made sense” given Lidl’s size and reach.

“Romania is definitely an obvious one to look at next, and I would love to see Moldovia too, as there is lots of potential there, as well as Croatia, Slovenia, Macedonia and Bulgaria in the longer-term,” she said, adding that it would take time for this to filter through.

The retailer has also seen increasing demand for New World wines, which is growing, and it is looking to bring in more regionality over the next 12- 18 months, Krettman told db, which is likely to be added to its existing Cimarosa range.

Currently comprising around 18 skus, Cimarosa is in the process of being updated with new packaging to better reflect each sku’s country of origin and create a bigger impact, with the new bottles going on shelf over the next few weeks.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Wine Trader

Vintage Capital II PLC
London, UK

International Marketing Assistant

iDealwine
Paris, France

Senior Partner Manager - Managed On-Trade

Maverick Drinks
United Kingdom

Brand Activation Executive

Pernod Ricard UK
London, UK

Logistics Administrator

Swig Wines Ltd
London

Customer Service Manager

Jascots Wine Merchants
London, UK

Transport Manager

Jascots Wine Merchants
London, UK

Head of Customer Services

Berkmann Wine Cellars
London, UK

International Logistics Manager

Wine Source
London, UK

PR Manager

Master of Malt
Tonbridge, UK

International Bulk Wine & Spirits Show (IBWSS)

California,USA
25th Jul 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

The Wine & Spirits Show

London,United Kingdom
12th Oct 2018
Click to view more

The Global Malbec Masters 2018

Deadline : 1st August 2018

Champagne Masters 2018

Deadline : 1st August 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more