Wine and spirits at the heart of Aldi Christmas campaign
Aldi has put BWS at the heart of its Christmas marketing strategy and is taking on specialists, online businesses and luxury retailers with cut-price deals on premium lines.
Supermarkets have been losing market share to the German budget chain, but a host of other retailers may now be anxiously looking over their shoulders.
It has targeted the press with a chart that shows how its prices on high-end wines and spirits compare with comparable products at retailers as diverse as Majestic, the Whisky Shop, Ocado, Berry Bros and thedrinkshop.com.
One flagship deal sees Aldi selling Chateau Pajzos Tokaji Aszu 6 Puttonyos 2008 at £18.99, while it points out that Berry Bros is selling a similar wine at £76.
It also has Maynard’s 10 Year Old port at £9.99, while it highlights a Taylor’s 10 Year Old port selling at Majestic at £25.
Other premium lines at budget prices include Ducastaing 1973 Armagnac for £24.99 and a Glen Marnoch 18 Year Old Single Malt Whisky for £29.99.
Aldi says these are £60 cheaper than comparable products sold elsewhere.
Tony Baines, managing director for buying at Aldi, said: “It is no secret that our shopper demographic has evolved. We’re confident this new range will appeal to both existing and new Aldi shoppers.”
BWS is also a key focus in the chain’s Christmas TV ad: