Aldi sets four wines per customer limit

Discount retailer Aldi has launched a new range of “fine” wines and is limiting customers to four bottles per person in a bid to keep the range “exclusive”.

As reported by The Telegraph, priced at £9.99 each, the individually numbered bottles in the four-strong range, christened The Lot Series, cost over twice the amount of the average bottle of wine sold at the supermarket.

The wines, which boast labels featuring original artwork of the vineyards they hail from and a neck tag tied around the bottle with string, have been launched in a bid to attract shoppers who might usually buy their wine at Waitrose and M&S.

A recent report found that over half of Aldi’s shoppers now fall within the ABC 1 or “middle class” bracket.

Within the range are a Malbec/Cabernet blend from Mendoza in Argentina; a Sauvignon Blanc from the Leyda Valley in Chile; a Tasmanian Chardonnay and a red blend made by Jean-Claude Mas from Pezenas in the Languedoc-Roussillon.

“The decision to collaborate with Aldi was an easy one as I have kept a keen eye on its budding reputation as a top quality wine merchant over the last few years,” said Mas.

“I admire its ethos of making fantastic wines available at accessible prices – it opens up the wonderful world of wine to everyone,” he added.

“Collaborating to produce a beautiful range while offering excellent value to our shoppers has been a challenge, but we have relished it,” offered Aldi wine buyer Mike James.

The Chardonnay, Sauvignon and Pezenas go on sale on 30 March, with the Malbec/Cabernet blend following in May.