Aldi has teamed up with Lyme Bay Winery – the producers behind its Specially Selected Bowler & Brolly English Sparkling wine – to launch an exclusive Specialbuy Vineyard Experience.
Tickets cost only £2.67 – the price of a glass of Aldi’s English Sparkling. Guests can enjoy a tour of the vineyard, followed by an Aldi English wine-tasting led by Mistress of Wine, Sam Caporn. Visitors will leave with a goody bag, which includes a full-size bottle of Aldi’s English Sparkling wine and some nibbles.
Tickets are on sale throughout English Wine Week in June, until Sunday 25 June.
The move comes as Aldi celebrates its success in the English wine category; sales have jumped 240% in just one year, and its English Sparkling and English Bacchus beat brands costing up to 90% more to land Best Buy accolades in a recent Which? round up.
The supermarket has expanded its offering to meet demand and now shelves a total of six English wines, both still and sparkling, ranging from £9.99 to £19.99.
Julie Ashfield, Managing Director of Buying at Aldi UK, said: “English wine, particularly sparkling, has a reputation for being expensive, but we’re proud to be at the forefront of making it accessible for all.
“There’s no better time than English Wine Week to launch this fantastic opportunity – celebrating an industry that is seeing rapid growth year after year thanks to suppliers such as Lyme Bay Winery which is putting English wine on the map.”
Caporn added: “English wine is an exciting and up-and-coming category. It’s increasingly being awarded the recognition it deserves, both for sparkling and still wines, and I love championing our home-grown talent.
“I’m thrilled to be able to show Aldi shoppers the fascinating journey that these bottles have undertaken to get from the vineyard, via the winery to the shelf where they can be purchased at great value for very impressive quality.”
NAM Implications:
- Time for a little pinch to remind yourself that this was the little upstart ‘hard discounter’…
- …that slipped under the UK covers all those years ago.
- (with little hope of success…)
