Aldi launches Christmas premium wine range as British consumers
become sofa’melliers over lockdown
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• Following the first lockdown almost half of Brits (44%) are looking to learn more about wine
• Aldi has launched new premium tipples, including a Borolo, Super Tuscan and a Chateauneuf du Pape aimed at the 52% of consumers looking to experiment with wine
• The supermarket is offering a free online tasting tutorial with Mistress of Wine expert Sam Caporn
Lockdown has created a nation of sofa’melliers, with nearly half (44%) attempting to learn more about wine and a quarter trying something new.
Not one to sniff at a challenge, Aldi has launched a selection of premium wines in response, with price tags as low as £5.49.
Aimed at the 52% of consumers looking to experiment with new premium tipples, the range includes a Barolo, Gigondas, and White Chateauneuf du Pape.
Aldi says the launch will appeal to the growing number of wine shoppers who are turning to the supermarket over specialist drinks retailers for top quality wines. The range follows in the footsteps of Aldi’s premium online-only Classic Icons range, which is proving incredibly popular since its launch last year.
Julie Ashfield, Managing Director of Buying at Aldi UK, comments: “Seeing the likes of Chateauneuf du Pape and Super Tuscan wines at these prices will come as a surprise to some. Our wine buying team has done a superb job of working with our esteemed winemakers to ensure we have the very best wines at unbeatable prices this Christmas.”
To celebrate the launch of its latest range and in a bid to quench the increasing thirst for wine knowledge, Aldi is running a live virtual tasting on 4th December hosted by Mistress of Wine, Sam Caporn.
Sam will demonstrate how to taste wine, help consumers get to grips with the different regions and grape varieties and talk through the tasting notes of a selection of the new range, as well as recommending some fantastic festive food pairings.
Sam Caporn says: “It’s really encouraging that so many people want to learn more and explore wines they might not have tried before. Together with Aldi, I want this live stream to open up the sometimes intimidating world of wine to shoppers and help them identify what to look for. Giving people more confidence to choose wines they’ll enjoy will help bring a smile to dinner tables around the country this Christmas.”
Shoppers can tune in to Sam’s tasting on the Aldi Facebook page at 5pm on 4th December to arm themselves with the knowledge to become a Sofa’Mellier and impress those around the Zoom or, fingers crossed, the actual Christmas Day dinner table next month!