Digital Media Centre

ALDI LAUNCHES ‘WINEFLUENCER CLUB’ OFFERING FREE WINE IN EXCHANGE FOR SOCIAL MEDIA REVIEWS

24 February, 2025

• Vino connoisseurs will receive bottles from Aldi’s new Spring Summer wine range, which lands in stores 3^rd March
• The supermarket has partnered with Liam D’Arcy, AKA @thewinewally, to provide tips on how to become the next ‘winefluencer’
• Applications are open until 18^th March

Aldi is tapping into the growing world of social media wine enthusiasts with the launch of its Winefluencer Club – an initiative that makes wine tasting more accessible and fun.

Wine is not just the domain of qualified experts and expensive bottles. Today, a new wave of wine lovers are taking to social media to share their passion for vino, while breaking down jargon in a relatable and engaging way.

Whether through Instagram reels, TikTok reviews, or YouTube tutorials, wine influencers, or ‘winefluencers’, are making tasting more approachable, without the intimidation of traditional wine culture.

Aldi is embracing this shift with its Winefluencer Club, a program designed to give passionate wine lovers the chance to share their reviews of Aldi’s latest Spring Summer wine range on social media.

The supermarket is looking for ten wine connoisseurs to join the club, where they will receive free bottles from Aldi’s award-winning wine range in exchange for authentic social media reviews.

Over three months, members will uncover gems from Aldi’s new collection and provide valuable feedback that will help shape future wine selections.

To guide these aspiring winefluencers, Aldi has teamed up with Liam D’Arcy, AKA @thewinewally – a popular content creator with 104k Instagram followers – who has built a community around demystifying wine and making it more accessible to a wider audience.

Liam D’Arcy says: “This is a fantastic opportunity for wine lovers – not only to taste Aldi’s amazing wine for free, but to develop their skills, grow their audience and help others discover top picks from the latest range.”

Liam shares his top tips on how to become a social media pro:

• Stop the scroll – Skip the intros. Tell people exactly what wine you’ve discovered or a new hack they’ll unlock by watching your content. In this day and age, people want information fast

• Keep it simple – Focus on one thing you found exciting or interesting about the wine and build your post around that. If you’re not sure how to describe what you’re tasting, don’t stress, just talk about whether it hit or missed your expectations based on what you’ve had before, what it reminded you of, or how it made you feel. No need for fancy wine jargon!

• Give your audience something to do – to make sure your audience is engaged with your content, encourage them to try the wine, compare it to another, pair it with a recipe, or just head to Aldi to explore the wine aisle. A little nudge goes a long way!

• Have fun – Let your personality shine through. Crack a joke, be yourself, and let your audience enjoy the ride. The more fun you have, the more they’ll enjoy viewing your content

Beyond complimentary wine, club members will also enjoy a sneak peek at Aldi’s Autumn Winter range before its September release.

Julie Ashfield, Managing Director of Buying at Aldi UK, says: “At Aldi, we’re embracing the changing world of wine. With the launch of our Winefluencer Club, we’re not just offering great wine, we’re creating a community where passionate wine lovers can share their thoughts on the range. It’s all about making wine something that everyone can enjoy, no matter their level of expertise.”

To be in with a chance of landing the role, budding tasters simply need to send an email to winefluencerclub@aldi.co.uk with the below details:

• Full name
• Proof of age (a photo of your passport or driving license)
• Your social media handles and the number of followers on each account
• 150 words explaining why you think you should be selected as part of Aldi’s Winefluencer Club
• What your favourite Aldi wine is and why?

Entries are now open until Tuesday 18th March. To enter and view the full T&Cs, visit the Aldi Winefluencer Club page https://www.aldi.co.uk/beers-wines-spirits/winefluencer-club.

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