Lidl beefs up spirits team

UK retailer Lidl has appointed award-winner bartender Tristan Stephenson, the co-founder of Purl, City hotspot the Worship Street Whistling Shop and bar consultancy Fluid Movement, to beef up its spirits buying team.

Stephenson, who is the author of the Curious Bartender books, is set to work alongside the existing buying team as a consultant on the spirits side, advising on NPD and also proving tasting notes and cocktail recipes.

“His expertise and insight will work as a guide for shoppers as they navigate the range in-store, making it easier to understand which spirits are best suited to their preferences and the buying occasion,” a Lidl spokesman said.

The move echoes Lidl’s use of its consultant MW team – Richard Bampfield MW, Caroline Gilby MW, and Ed Adams MW – to underpin its award-winning Wine Cellar promotions and to give confidence to its consumers, and who have taken an increasing role in selecting the wines both for the Cellar events and some of the core range.

Stephenson, who said he had been really impressed by the work of the buyers in recent years, said it was a “really exciting time to be coming on board” and he looked forward to working with the team to develop new and exciting liquids for the range as well as offering advice to customers on what they should be buying, and for which occasions.

The discounter has upped its focus on spirits in the last 18 months, translating many of the ideas behind its premium wine offering to the spirit section, as well as adding an extra end-cap bay for spirits which comprised a range that can be rotated according to season. This has helped it scoop wins at recent awards, including Spirits buyer at the International Wine and Spirits Challenge.

Despite the ‘brand-dominated’ category, it has seen gains of its craft gin Hortus, and premium Scotch whiskies.

Leave a Reply

Your email address will not be published.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

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Customer Service & Operations Administrator

Marussia Beverages UK Ltd
London, UK

Marketing Director

Fishers Gin
London, UK

Sales Account Manager

Berkmann Wine Cellars
London, UK

Sales and Brand Manager

The Duchess Virgin Gin & Tonic
London, UK

Brands Sales Executive

Woolf Sung Ltd
London, UK

International Logistic Manager

Wine Source
London, UK

Sales Scotland

Liberty Wines
Scotland, UK

Sales Manager

Stilnovisti
London, UK

Prosecco Springs

London,United Kingdom
26th Apr 2018

Spirits & More

Rome,Italy
19th May 2018

db Awards 2018

London,UK
23rd May 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