Aldi boosts wine range

17 April, 2014

Aldi has upped the ante in the wine aisles with a range of entry-level products launched in time for the Easter rush.

Wine buyer Mike James has sourced a five-strong range badged as the Venturer Series, all priced £4.99.

The wines come from across the Mediterranean and feature a Rueda Verdejo, a Sicilian Vermentino and a Costières de Nimes from the south of France.

The range is described as “a new collection to discover new tastes and aromas to open up a world of possibility beyond traditional wine choices”.

The new additions are designed to complement the retailer’s growing Exquisite Collection, which has also been extended.

Priced between £5.29 and £6.99, that line-up of 11 wines now includes a Clare Valley Riesling for £6.99 and a New Zealand Pinot Noir for the same price.

Aldi is using its expanding wine offer to help spearhead its Easter campaign to drive consumers into stores as it continues to steal share from the supermarkets.

Rival discounter Lidl is also hoping to win over shoppers with a raft of budget deals, including Comte De Brismand Champagne at £12.99 and a Bourgogne Aligoté at £6.99 under its Wine Cellar banner.

Meanwhile the supermarkets have retaliated with their own promotions on fizz.

Tesco has dropped the price of Louis Delaunay Champagne from £25.99 to £12.99 and Nicolas Feuillate from £31.99 to £15.99, while Sainsbury’s Easter specials have seen Taittinger Brut Reserve at £20, a saving of £16.99, and Etienne Dumont for £14, instead of £26.99.

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