Aldi has launched what it claims is the first still Prosecco in the UK market.
The discounter’s Costellore Still Prosecco DOC (£5.99, 75cl) is said to offer a “unique twist on the nation’s favourite sparkling wine”.
It is made from the same Glera grapes as its bubbly counterpart, offering all the fresh, fruity flavour of Prosecco, minus the fizz. Aldi noted that it is an ideal drink for those seeking a lighter alternative to traditional white wine.
The retailer’s Mistress of Wine, Sam Caporn, commented: “This light, fresh, still Prosecco has much in common with its sparkling sibling, boasting notes of apricot, honeysuckle, ripe pear and melon with beautifully balancing lemon acidity. Delicious!”
NAM Implications:
- A retailer’s own label/surrogate brand innovating ahead of a branded supplier.
- A marketing tipping point maybe?
- Even more so, being a discounter…
