Aldi is reintroducing super premium wines as part of its ‘special buy’ offering for the festive season.
Aldi first launched its super premium drinks in November 2012. The offer includes Chevalier XO Cognac (70cl) for £29.99, Glen Marnoch 18 Year Old Single Malt Whisky (70cl) for £29.99 and Ducastaing 1973 Armagnac (50cl) for £24.99.
Tony Baines, Aldi’s managing director for buying, told The Grocer the range was up to 75% cheaper than “comparable products in high-end retailers”, though he acknowledged direct comparisons could not be made with other supermarket offerings because most of the products were packaged specially for the business.
The range would prove popular among new shoppers as well as existing customers, Baines added.
“The success of the super premium range in 2012 and 2013, which also included unusual styles such as Tokaji and Tawn Port, gives us reason to believe that Aldi shoppers are open to discovering and experimenting with less familiar styles of wines and spirits, and are willing to pay slightly more for these top quality offerings,” Baines said.
He also insisted Aldi’s discount model was “the most successful in UK grocery retail” and that Aldi was not widening its offer too much. It recently introduced a new organic range and expanded its premium quality Special Selected range to include lines such as British Cold Pressed Rapeseed Oil, at £1.99, Angus 30 Day Aged Sirloin Steak, £5.99, and Imperator Carrots, £1.29.
“Aldi’s customer-focused business model is based on responsibly making a series of operational savings, which are used to reduce prices for consumers at the checkout as opposed to boosting margins,” Baines said.