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Aldi opens its first ultramodern dedicated wine store in the capital as demand for it's award-winning tipples grows
27 May 2016


Retailer Aldi is set to build on the huge success of its wine range with the launch of a dedicated, ultramodern wine store in London’s trendy east end in celebration of its eCommerce launch. Aldi’s online wine offering has proven particularly popular in the capital, with Londoners spending the most online on Aldi’s award-winning wines.
 
Open to the public from today (Thursday 26th May), the Aldi Wine Store represents a refined and futuristic approach to helping shoppers choose their wine.  Its sleek, minimalistic design consists of glass wine displays and stations lined with tablets where customers can purchase their favourite tipples to be delivered straight to their door, thanks to Aldi’s new online offering.
 
Customers will be able to try before they buy online with a resident Master of Wine – one of only 338 in the world – and sommeliers on hand to guide wine lovers through Aldi’s award-winning range. What’s more, visitors wanting to up their wine knowledge can participate in various free masterclasses on a first come, first serve basis including an introduction to pairing wine with cheese, and how to identify characteristics of new world verses old world wines.
 
The launch of the Aldi Wine Store comes at a time when the supermarket’s wine offering is more popular than ever. 100 bottles of its Exquisite Collection wine are sold every hour in the UK, and this year, Aldi beat off stiff competition from the likes of Waitrose to secure the ‘Supermarket of the Year’, ‘Multiple Wine Retailer of the Year’ and ‘Drinks Buying Team of the Year’ awards at the prestigious Drinks Retailing Awards.
 
Since launch earlier this year, Aldi’s eCommerce operation has opened up its wine range to those who may not necessarily live near an Aldi store. It has proved particularly popular with shoppers in the South East, who have accounted for nearly 1 in 5 of all wine cases ordered to date.
 
The Aldi Wine store will be located in BOXPARK, Shoreditch, and open from the 26th-28th May as part of London Wine Week - a week-long celebration of London’s thriving wine scene. The festival is now in its third year and for the first time in 2016, Aldi will be the Official Supermarket Sponsor.
Tony Baines, Joint Managing Director of Corporate Buying at Aldi, comments: “We are delighted to be launching our first ever pop up shop dedicated purely to our fantastic wine range. Our wines have fast been gaining a well-deserved reputation for their excellent quality and low prices.
 
“Our store, open for three days, represents our dedication to opening up the world of Aldi wine to all - allowing customers both new and existing, to try before they buy either in store or online.
 
“We decided to open an Aldi Wine Pop Up in the capital following the launch of our eCommerce offering which, to date, has shown there is a huge appetite for Aldi’s wine amongst those in the South East, and what better time to trial a dedicated wine store than during London Wine Week.”
 
Popular wines available to sample in the high-tech store will include Aldi’s The Exquisite Collection Clare Valley Riesling which, in 2015, won a gold medal and Great Value Champion award at the International Wine Challenge, and from one of the most famous wine producing regions in France, the Andre Vannier Chablis Premier Cru, which retails at just £7.99. Samples of Aldi’s Veuve Monsigny Champagne Brut, which has proven to be Londoners’ top tipple to purchase from the Aldi site will also be offered to shoppers to try before purchasing on the in-store tablets via Aldi.co.uk. 
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