UK retailer Aldi has shaken up its wine range with the addition of a new range of classic premium wines under the Winemaster Lot label, as well as adding in more premium and esoteric wines from interesting regions for Christmas.
The new Wonemaster Lot range, which is being trialled in the run up to Christmas, sits above its Specially Selected range, and comprises ten classic wines from key areas. This includes an English Sparkling Wine (RRP: £19.99), a Barbaresco 2018 (£17.99), Pouilly Fumé 2020 (RRP: £10.99), Vacqueyras Blanc 2020 (RRP:£9.99) from the Rhône Valley, a Sancerre 2019 (RRP: £12.99), a Marlborough Sauvignon Blanc, and a Cotes De Provence Rosé (RRP: £7.99).
“It means only the absolute crème de la crème will be showcased under this branding,” drinks buying director Josh Heley said.
The Winemakers Lot follows the axing of the retailer’s revolving small parcel Lot Series, which was launched in 2015 to critical acclaim. However speaking to the drinks business last March, drinks buying director Heley said that the team were “not sure” of the future of the Lot Series as it embarked on a refresh and expansion of its core range. Heley said that while the Lot Series had done a fantastic job, the retailer wanted to renew focus on the 75-strong core range, which accounted for 80% of sales, while its 250 seasonal lines contributed around 20% of sales.
However, Aldi has said that it added “more esoteric and niche wines than ever before” in the run up to Christmas. New additions include a red blend from the Bekaa Valley in Lebanon, a Skouras Greek Agiorghitiko 2018 (RRP: £10.99), The Falls Canadian Riesling 2019 (RRP: £9.99) from Ontario, a Maple Leaf Canadian Rosé 2019 (RRP: £7.99) from Niagara, along with wines from Bulgaria, a Swiss Gamay 2020 from Valais (£9.99), and Last Warrior Chinese White 2020 (RRP: £14.99) and Wild Pony Chinese Red 2018 (RRP: £14.99) from Ningxia, China.
“Getting the opportunity to try amazing, exciting wines from every corner of the globe should be a right for our customers – not a privilege,” Heley said.
It has also expanded its top-tier offering for Christmas, both in-store and online, with new wines under its Specially Selected label, including an English Pinot Noir 2018 (RRP: £10.99),
