Lidl Wine Cellar promotion expanded as retailer seeks to boost growth

31 March, 2016

Lidl is ramping up its Wine Cellar promotion by offering shoppers a fresh selection of wines every two months from June.

The retailer launched Wine Cellar as a quarterly promotion in 2012, when it carried eight new wines, and by 2015 it had snowballed.

Last year the promotion bolstered the Lidl offering with 250 wines from across the globe, a 300% increase on 2012.

Now it is turning into a seasonal promotion rather than a quarterly one, with collections going on sale every two months from June 2.

That promotion will include the widest range of sparkling wines Lidl has ever had at one time, along with wines from France, Germany, Spain, Hungary and Italy.

In 2015 Lidl’s wine sales grew 38% year on year.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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