Aldi launches free "Aldiploma" course for its wine shoppers

Aldi is launching its own wine course to help shoppers navigate the wine aisles.

The launch follows research which shows two thirds (63%) of Brits are baffled and a further 57% admit to “feeling daunted” when it comes to buying wine.

Aldi’s wine course, which is free of charge, has been donned the “Aldiploma” and the company says it is the first supermarket wine course of its type in the UK, offering “price-tag and pressure-free learning” with six online modules and video tutorials featuring Aldi’s wine expert, Mistress of Wine, Sam Caporn MW.

The wine course aims to help its customers discover the best ways to taste wine as well as helping them get to grips with their red and white grape varieties, and learning to pick their favourites by region.

Caporn said: “As one of only 382 Masters of Wine worldwide, it is fair to say I know my Malbec from my Merlot – but that hasn’t always been the case. Rewind twenty years and I was just a wine lover with none of the technical knowledge I have now. Aldi is known for its affordable, great quality wines so this creates the perfect platform to help consumers try new things and gain the perfect introduction to the world of wine.”

Aldi’s research found nearly a quarter (23%) of Brits are too embarrassed to ask for help when picking wine, with 91% preferring to bluff their way through in order to save face or impress others.

Julie Ashfield, managing director of buying at Aldi UK, said: “The wonderful world of wine should be enjoyed by all and at Aldi we believe that visiting the wine aisle should be an enjoyable experience. The Aldiploma provides a unique and fun approach to learning about wine, giving customers the confidence they want when selecting a wine and debunking any complicated wine terminology.”

The Aldiploma is available to download for free via with those taking up the training having the option to buy an accompanying case featuring a selection of Aldi’s wines. 

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