The Shoreditch-based standalone store is a trial concept for the retailer, but if successful it may mark a new direction for the expansion of Aldi across the UK. It will be open from May 26 to 28, to help encourage Britons to celebrate London Wine Week.
At the store customers can try before they buy with the assistance of a resident Master of Wine. Trained wine expert staff will also be on hand to offer advice. Free master classes will also be available for wine fans.
Drinks available to sample include Aldi’s The Exquisite Collection Clare Valley Riesling white wine, costing £6.99 a bottle, which won a gold medal in the 2015 International Wine Challenge awards.
The launch of the shop comes after Aldi scooped awards for Supermarket of the Year, Multiple Wine Retailer of the Year and Drinks Buying Team of the Year at this year’s Drinks Retailing Awards.
Tony Baines, joint managing director of corporate buying at Aldi said: “We are delighted to be launching our first ever shop dedicated purely to our fantastic wine range.
“Our wines have fast been gaining a well-deserved reputation for their excellent quality and low prices.
“We decided to open the shop in the capital following the launch of our eCommerce offering which, to date, has shown there is a huge appetite for Aldi’s wine among those in the South East.
“And what better time to trial a dedicated wine store than during London Wine Week.”