Aldi is attempting to appeal to the palate of the masses with the launch of a white wine that claims to ‘go with anything’.
The discounter has named the Riesling Anything Goes (rsp: £3.79) and incorporated label imagery of a cow, pig, chicken and fish standing on top of each other to highlight the wine’s suitability as a meal accompaniment.
Aldi said the wine had been blended with a balance of sugar and acidity to stand up to strong, spiced foods and also complement delicately flavoured dishes.
Danny Gibson, Aldi’s wine buyer, said it would appeal to bargain-seeking consumers seeking an entry-level wine into the “often serious” German whites.
“Aldi has been attempting to make Riesling a success for a long time now, and I believe the marketing concept of Anything Goes will prove to be the most successful way of bringing the grape to a mass market,” he added.
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