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Lidl unveils lower alcohol Wine Cellar offering

The discount retailer has signalled a focus on lower alcohol wines with the launch of its New Year Wine Cellar selection.

© David P Howard
© David P Howard

Five of the 14 white wines that will go on sale on 26 January have an ABV of less than 12%. A Portuguese Rosário (RRP: £4.49) has an ABV of just 10.5%.

Lidl is hoping to capitalise on increasing consumer demand for wines with lower alcohol content.

Speaking to db, buyer Anna Krettmann said that the introduction of lower alcohol wines to the range was down to customers drinking naturally lighter styles of wine after Christmas.

“Customers look for something different in the New Year. The idea was to bring in low alcohol wines to drink with dinner and drink sociably,” she said.

Richard Bampfield MW, who along with Caroline Gilby MW and Ed Adams MW consulted Lidl on the selection, told db that “quality-conscious people want a lighter product that won’t knock them out before lunch”.

“What I love about the range is that it has wines with great character and authenticity. The wines are better than the prices suggest,” he added.

He picked out a Sicilian Grillo (RRP: £3.99) as having a “surprising character” and a French Merlot Pays d’Oc (RRP: £5.79) as a “great example of Merlot generally”.

More than half of the 38 wines in the range are from France, along with eight wines from Spain as well as wines from Italy, Chile and Portugal.

The French wines come from across France, including a Pinot Gris Riesling blend (RRP: £7.99), a Côtes de Gascogne (RRP: £5.99) and four Bordeaux.

The Spanish wines include a Navarrese Chardonnay (RRP: £4.99) and a Valencian Moscatel (RRP: £4.49), Lidl confirmed.

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