Subscriber login Close [x]
remember me
You are not logged in.


Published:  23 July, 2008

ber-discounter Aldi is looking to soften its pile 'em high, sell 'em cheap image after listing its most-expensive-ever still wine. The wine, a 9.99 Amarone Classico from Casa Girelli, went into stores last week, and is the latest stage of Aldi's plan to move - just a little bit - upmarket. 2.99 and 3.49 are still vital for us, but we are trying to evolve our customers,' Aldi wine buying director Danny Gibson told Harpers. We see wine as a way of attracting other shoppers into our stores, and as a good way for customers to judge quality and value for money.' Gibson said that the Amarone was just the latest in a series of higher-priced special' parcels that he has brought into the retailer's 285 UK stores, having previously listed a Chteauneuf-du-Pape, a Barolo, and an Eiswein for limited periods. His next plan is to list a Sauternes, as he seeks to add to the 60% rise in average bottle price that the retailer has enjoyed in the past five years. Cash and carry group Landmark has reported a 40% rise in wine sales for 2004. The strong growth was part of a good overall performance for the group, which increased its total sales by 6.6% on a like-for-like basis.