Aldi shoppers go crazy for Sauvignon Blanc, Prosecco and Malbec
Sauvignon Blanc, Prosecco and Malbec have taken gold, silver and bronze respectively as the most popular wine categories among Aldi’s online shoppers.
The discount supermarket launched its ecommerce site in early 2016 and has analysed the first 16,000 transactions to decipher the wines its shoppers buy the most.
Sauvignon Blanc is the top choice among its shoppers, which fits as it is the most popular varietal in the UK off-trade with annual sales of £623 million.
Next up is Prosecco for Aldi customers, while Malbec completes the podium. It also examined the geographical areas in which each grape varietal was strongest and found that Tonbridge in Kent is a hotspot for Gavi, while Norwich residents love Shiraz and Reading prefers Chablis.
Apparently Coventry loves Pinot Noir, Leicester loves Rioja and Edinburgh can’t get enough of Malbec, while Londoners prefer Champagne and Glaswegians are mad for Prosecco.
Tony Baines, joint managing director of corporate buying at Aldi, said: “Our expert buying team know exactly what makes the UK tick when it comes to wine and we’re delighted to be able to share our insight. Despite the dominance of Sauvignon Blanc, we are more experimental than ever in our choices, with shoppers regularly trying new grapes and niche styles of wine.
“Aldi’s philosophy is to make quality wine accessible to all, whatever the budget. We can see the influence this has had on our customers who now demonstrate a great knowledge and understanding about wine in their wine choices and feedback. We expect consumers to keep trading up to more premium wines and for new, less well known variations of wine to become more prominent in the next five years as consumers become even more discerning.”