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Aldi goes head to head with Selfridges and Fortnum & Mason with premium wine offering

Published:  25 November, 2014

Aldi is not just taking on major grocery chains, but looking to compete directly with high-end retailers like Selfridges and Fortnum & Mason with a super premium wine and spirit offering in the run up to Christmas.


Aldi's Christmas 2014

The premium wines and spirits, which became available today, November 25, 2014, include aged ports, dessert wines and spirits at prices of up to 60% less compared to some of the high-end retailers.

The German-based discounter has shaken up the grocery sector and been stealing market share along with Lidl by becoming more popular with middle class shoppers.

Last week Fraser McKevitt, head of retail and consumer insights at Kantar Worldpanel, released retail figures showing that Aldi grew by 26% and Lidl by 17% for the 12 weeks ending November 9, 2014 compared to last year.

He said: "Of course it is Aldi, up 26% and Lidl, up 17% that have caused all the market disruption. 2014 has seen the so called market discounters join the mainstream."

With the roll out of its premium wine and spirits portfolio this week it appears the retailer is no longer satisfied taking on the Big Four, but now has high-end retailers in its sights.

Christmas deals

The big deal that Aldi is leading with is the Tokaji Aszu 6 Puttonyos, a gold medal winner in this year's International Wine Challenge, which will set you back £18.99 when purchased at Aldi. Fortnum & Mason is selling Fortnum's Tokaji 5 Puttonyos, Château Megyer for £23.50.

Aldi is offering a Maynard's LBV port 2010 for £9.99 while Fortnums' is offering LBV port, Niepoort which is selling for £9.90 for a half bottle (37.5 cl). 

Aldi is also selling Maynard's 10 Year Old Tawny Port for £9.99 and a Maynard's 30 Year Old Tawny Port for £29.99. Comparatively, Fortnum's is offering its own label Fortnum's Tawny port 10 years old which is a smaller 50cl for £23.99 and Taylor's 10 year old Tawny port for £26.50.

Aldi is also offering a Maynard's Vintage Port 2001 which sells for £19.99 compared to Selfridges Taylor's Vargellas 2001 vintage port selling for £35.99.

Similarly Aldi is selling 1973 Ducastaing Armagnac for £24.99, while Selfridges is selling a Grand Armagnac from Ducastaing for £59.99.

The discount retailer is also competing on spirits with the roll out of higher end whiskies. Aldi is selling a Glen Marnoch 18 year old whisky for £29.99, which the retailer is comparing to a Highland Park 18 year old Orkney Malt Whisky which can cost £90.59 on website.