Prosecco fuels Aldi’s Christmas

10th January, 2017 by Arabella Mileham

Sales of Prosecco fueled a record Christmas for discounter Aldi in the UK, as it revealed it sold more than 13.5m bottles of wine during December.

Prosecco-1-640x427The discounter reported overall sales up 15% across its branches during the Christmas period, but highlighted in particular the strength of its BWS category, although no like-for-like sales have been released. More than 2 million bottles of the Italian sparkler were sold by the discounter during December – estimated at 69,000 each day across the month, with 13.5m bottles of sparkling and still wine over the month.

Malbec was also a strong seller, it said, which was sold as a Magnum in store this Christmas following the success of last year’s Prosecco Magnum. Wine buying director Mike James told db in the autumn that while it seemed “counter-intuitive” to offer larger bottles with a higher price point, the rationale was in the sociable, sharing nature of the drinking during the festivities.

There was also strong demand for its luxury ‘Specially Selected’ range, which aimed to compete with upmarket retailers such as M&S, Waitrose and food hall of London retailer Fortnum & Mason, and included a selection of Christmas hampers.

“Sales of our premium Specially Selected range in particular surpassed expectations,” chief executive officer of Aldi UK and Ireland Matthew Barnes said, adding that it was a “clear sign that more and more people are realising they can treat their families to products of a quality comparable to Waitrose and M&S at a fraction of the price.”

Last year the discounter claimed it sold more than 8% of Champagne in the UK, with around 750,000 bottles of Champagne expected to be bought in the lead up to Christmas, .The growing popularity of sparkling wine such as Champagne and Prosecco saw the alcohol category grow in value by 11% last year, Kantar Worldpanel said, outstripping grocery sales.

Leave a Reply

Your email address will not be published.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

Subscribe to our newsletters

Job vacancies

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

Experienced Sales Account Manager – On Trade

Cantina Goccia
London and the south, UK

National Sales Manager – Premium Drinks

Core Recruitment
London based with national travel

The Global Merlot Masters 2017

Deadline : 24th February 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

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

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more