Top marketing campaigns and news: October-November

Discounters recruit Masters of Wine for tasting classes

Discount supermarkets Aldi and Lidl have both launched UK-wide experiential marketing campaigns for their wine ranges to prove that they are as good as any other retailers’ in the run-up to Christmas.

Lidl is running two-day wine pop-up blind tastings in London, Manchester and Glasgow this month, which will take place entirely in the dark and cost consumers less than £5.

The Chateaux Noir tasting opened on Friday 8 and Saturday 9 November at 46 Great Titchfield Street, Soho, London – and will travel to the Deansgate Underground Arches, Manchester on 16 and 17 November, before heading to Glasgow’s Argyle Street Arches on 23 and 24 November.

The Lidl Chateaux Noir event, which is being hosted by Lidl’s consultant, Richard Bampfield MW, is designed to prevent people judging the wine on the bottle and “put snobbery aside”, and will include eight wines from the range. It features a ‘discombobulation chamber’ – a room designed to trick the senses through a false sense of scale and garish, candy cane-striped walls – and a Cellar Noir, where the 40-minute blind tasting will take place, complete with waiters in night-vision goggles.

Aldi, meanwhile, is launching an online wine course for shoppers comprising a free-to-download online course and tutorial, which it says will make the wine aisle “less baffling” for consumers. While the app is free to download, the tutorial is based around its Wine Discovery cases, which can be bought online for around £110. The course is made up of six wine modules and six video tutorials featuring the retailer’s wine consultant, Sam Caporn MW.

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