Lidl unveils ‘lighter’ Mediterranean wines

Lidl is focussing on lighter wines from the Mediterranean for its summer Wine Cellar, with around 35 wines rolling into store on 25 May.

Lidl rolled out its Spring collection before Easter

The lighter styles include a dozen wines from both the South of France and Spain, as well as wines from Portugal and Italy, two from Bordeaux and one from Chile. Wine buying manager Anna Krettmann argued these were more suited to the time of year than the more “Bordeaux-heavy” Wine Cellars that the discounter had originally focussed on in its Wine Cellar, and which played a key role in the winter and Christmas Wine Cellar events.

“People don’t want the most powerful, complex wines for a dinner or home or for lunch with friends and they are going for a more refreshing style,” she told db.

Lidl’s consultant MW Richard Bampfield added that there were some wines that were hard to find, such as an “unquestionable unusual” red Fronton, from Arborescense in the South West of France (RRP: £5.99), or the two “interesting” Chardonnay Viogners, one from the Val de Salis in Languedoc-Rousillon, the other a Chardonnay Viogner Reserva Privada from Viajero in Chile (RRP: 4.99), as well as a sparkling Ribeiro Santo from Dão in Portugal (RRP: £8.99).

However Bampfield said his star wine from the Mediterranean Collection was a Palmela from Portugal (RRP: £4.99), a “perfumed, light wine’ made from 90% Fernão Pires, and 10% muscatel de Setúbal which was both “grapey and a bit spicy”, marking it out as a bit different to Portuguese Vinho Verdes.

“It is intriguing, but things like a Picpoul de Pinet and whites are seeing such a resurgence, and some lower alcohol wines in taste are on trend,” he said.

Other wines being rolled out included a Brunello di Montalcino (RRP: £15.99), a Madiran from Terrefortes du Plateau 2013 in South West France (RRP: £5.99), a Somontano Crianza (RRP: £4.99) a Côtes de Gascogne Doux (RRP: £6.99) and a sweet Juraçon from the South West of France (RRP: £7.99).

The team are also looking to roll out more Austrian and Hungarian wines in the next Wine Cellar in the summer, which have sold well in previous Wine Cellars, and are set to boost its core range by around 20 wines in the next year, including 15 mid-tier New World wines towards the end of this year.

“We know that we are well-covered with standard New World wines, but the next step is missing,” Krettmann said. “We are looking to fill that gap and give customers that opportunity.”

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.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Key Account Manager

MMI Maldives
Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Brand Marketing Executive

Elixir Distillers
Park Royal, London, UK

Cellar Door Manager

House of Townend
Melton, North Ferriby, UK

Marketing Assistant

Bancroft Wines Ltd
London, UK

Marketing Manager

The Whisky Exchange
Whitby Avenue, Park Royal, London NW10 7SF

Millésime Bio 2020

Montpellier,France
27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more