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Aldi set to get shoppers rediscovering French wines with a brand new modernised range
11 Apr 2017


With French wine sales decreasing by nearly 25 per cent over the last five years in the UK[1], Aldi, IWSC Innovator Of The Year 2016, has launched a new ‘French Discoveries’ collection in a bid to reinvigorate the French wine market and appeal to a new generation of wine drinkers.  The French Discoveries range is formed of 11 wines including the Pardon My French range, The Forgotten One range and the Jean Claude Mas range, and is priced between £4.99 and £6.99, available online and in store now.
 
French wine is often perceived as expensive and intimidating with complicated labelling and dusty looking chateau labels. This can be off-putting for shoppers in a market that is full of innovation and simplified labelling, particularly within the New World sector.  With France still one of the world’s leading wine producers, this latest venture from Aldi is set to turn traditional perceptions of French wines on its head, making it easier for shoppers to enjoy and understand great quality French wines, without the hefty price tag.
 
The Pardon My French range is an assortment of easy drinking wines, priced at £4.99 each.  With the strapline ‘French can be fun,’ each bottle has a tongue in cheek name; Gastronomy (Cotes de Gascogne), Want-to (Ventoux), Men Are From Mars (Minervois) and Fit You (Fitou). The quirky red, white and blue labelling is designed to especially appeal to those who’d usually pick up a New World wine rather than a bottle from France.
 
With two wines costing £6.99 each, The Forgotten One range heroes the lesser known French appellation of Haut Poitou in the southernmost part of the Loire valley and Cahors tucked away to the East of Bordeaux.  Encouraging shoppers to move away from well-known wines like Sancerre, Chablis or Châteauneuf-du-Pape to explore different regions, The Forgotten One Cahors Malbec is a powerful, black fruited red wine made from the Malbec grape and The Forgotten One Haut Poitou Sauvignon Blanc is a crisp, fresh white made from Sauvignon Blanc.
 
To complete the collection, Aldi’s long-term supplier and renowned winemaker Jean Claude Mas has worked alongside the supermarket’s buying team to create a classy own branded supermarket range. Hailing from Languedoc, a traditional province which has been producing wine for more than 2,000 years, the range consists of a French Classic Grenache Noir (£6.29), French Estate Pinot Noir (£6.99),  French Estate Malbec (£6.99) and two organic wines, the French Classic Organic Vin Blanc 2016, £5.99 and French Estate Organic Sud de France 2016 (£6.99).
 
Tony Baines, Joint Managing Director of Corporate Buying, Aldi comments:  “There’s no doubt that France produces some of the best wines in the world so we have worked with our suppliers to develop a new, uncomplicated, exciting and accessible range to allow as many people as possible to discover what our wine making neighbour has to offer.
 
“We pride ourselves on providing shoppers with great quality products at everyday low prices and we really believe these wines have a certain ‘je ne sais quoi.”
 
The ‘French Discoveries’ range is available now in stores and online at aldi.co.uk. Aldi was named 2017 Multiple Wine Retailer of the Year at the Drinks Retailing Awards in February.
 
[1]  Wine and Spirits Trade Association. Volume decrease of 23% over the last five years (Q1 2012-Q1 2017) in off trade
 

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