Aldi UK: on trend beer and wine strategy

Date : 31 May 2016

Aldi's wine pop-up shop and British craft beers show how the discounter is building on its beer and wine strategy in new and engaging ways to drive growth within the category.

London Wine Week sponsorship

Aldi was the official supermarket sponsor at this year's London Wine Week; an ideal collaboration as Aldi launched online with wine at the beginning of the year. While the retailer's lines are award-winning, Aldi has recently taken on Master of Wine (MW), Sam Caporn, as an ambassador for the range. This is a similar move to Lidl, which has been working with MW Richard Bampfield over the last few years, and highlights the importance of growing the category as Aldi aims to become more competitive within wine.

On trend with pop-up wine shop

London Wine Week provided Aldi with the perfect opportunity to raise its profile. During the event, Aldi opened a pop-up wine shop for three days in Shoreditch's Boxpark: a trendy food and retail destination made entirely of shipping containers. Aldi promised visitors 'a unique experience', allowing them to sample 20 wines, take part in one of three masterclasses with Sam Caporn, and purchase wines online through tablets located in the store. With few stores in and around central London, the pop-up shop was a smart move to allow Aldi to promote its transactional website.

Championing British with craft beers

Aldi used the same weekend to launch a new range of British craft beers. The carefully selected range of 18 beers from 15 UK-based breweries took two years to source and sold at £1.25 each. The range demonstrates commitment to offering customers breadth and innovation, while placing emphasis on celebrating provenance. The beers were a part of Aldi's weekly Specialbuys, however it is likely that we could see more permanent listings of craft beers in future as Aldi understands its customer better from this promotion.

What do we think?

Recent innovations and initiatives in beer and wine show how Aldi is using these drinks categories to stand out in the grocery market and excite shoppers. New ranges and interactive experiences are smart ways in which Aldi is aiming to drive sales, particularly as we enter the summer months. Grocery players in the UK market should keep an on any other initiatives that Aldi launches within the beers, wines, and even spirits, as we can expect Aldi to continue strengthening its competitiveness in these categories. 

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Priya Chandarana is a Retail Analyst at IGD, specialising in research on the growing UK discount channel. She brings food and wine retail and PR experience to IGD. To learn more about how IGD's research can benefit your business further, please get in touch.