Buyers: One wine, one spirits, one beer
Range: 75 core, with 48 bottle Wine Cellar events run every two months
BWS market share: 4.1% vs 3.6% grocery, (index 113.9%) value yoy: +12%
Lidl combines its considerable international buying power with a certain fleetness of foot, in what it describes as a “transitional” year.
April saw the departure of hot-shot buyer Ben Hulme to the mothership in Germany, leaving buyer Anna Krettmann in charge, aided by the three MWs who “bullet-proof” the range via ratings and have an increasing role in buying.
Although the core range has been boosted from 60 to 80, it is the MWbacked Wine Cellar promotions, now increased from quarterly to every other month, that grab attention and act as a halo for Lidl. Its wine market share is 4.4%, against its wider grocery share of 3.5% (Kantar, June 2016), but Krettmann sees potential for further growth.
Classic France is a stronghold: in 2014 the retailer bought around 5% of Bordeaux’s red production. But it is now broadening the focus, with a less “Bordeaux-heavy” range that embraces regional France, as well as boosting its New World offering.
Krettmann says: “We don’t have masses of space, but all offer more range and variety within the limited space we have,” pointing to Hungary’s native grapes “flying off the shelves” and the “star” Canadian ice-wine rolled out last Christmas.