Aldi gears up for Christmas with new BWS additions

08 September, 2015

Aldi is adding 40 wines and 35 beers and spirits to its range for Christmas.

The new additions include a Chablis and Chablis Premier Cru, a Hunter Valley Semillon and a Riserva Amarone in a wooden gift box.

A new Lot Series of individually numbered limited edition wines has also been released. The line-up includes a South African Chenin Blanc, a Priorat, a Carmenere from Apalta and Colchagua, a Cabernet Sauvignon from the Clare and Coonawarra valleys and a Super Tuscan.

Spirits and beer buying director Dan Hobson has added a Belgian chocolate Irish cream liqueur and a salted caramel vodka liqueur that tastes like melted Werther's Originals.

He has also teamed up with Stourbridge brewery Sadler's, whose Worcester Sorcerer ale is listed in the retailer's Midlands region, to launch seasonal Reigndeer Ale nationwide.

Wine buying director Mike James told OLN the season's releases were a key opportunity to get customers to trade up.

He said: "Our customers are willing to try new things. We have got their trust and can take them to the next stepping stone."

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