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14 Jul 2017

·       The discount supermarket's Sake retails at under £5
·       Aldi’s Sawanotsuru Sake is twenty-eight times cheaper than bottles at Nobu
·       Allows the UK to enjoy Japanese culture at home
This summer, Aldi is making Japan’s national drink accessible to all, with the introduction of its first authentic, premium sake – retailing at under £5.
Japanese food and culture is becoming increasingly popular in the UK, with the number of Japanese restaurants up 18% over the last five years[1] and the demand for sake surging. Aldi’s Sawanotsuru Sake, which hails from the famous sake-producing region Nada-ku, Kobe has been introduced into stores to answer this demand and allow Brits to indulge in Japanese culture at home.
With a rice polishing rate – the measure of sakes’ purity -  of 65%, Sawanotsuru Sake has been made from rice and water in a brewing process similar to beer.  At a purse-friendly £3.99, it is almost twenty-eight times cheaper[1] than comparable sized bottles at Nobu, the Japanese restaurant and celebrity haunt.
Sawanotsuru Sake  is fresh tasting and can be enjoyed warm or chilled as an accompaniment to food, as an ingredient to pep up a summer cocktail or in a favourite Asian dish.  It comes presented in a traditional box and at 330ml it is perfect for two taster glasses.
Tony Baines, Joint Managing Director of Corporate Buying at Aldi comments: “In the UK, demand for Japanese cuisine is growing and we wanted to make it easy and accessible for people to enjoy Japanese culture at home.
“We pride ourselves on offering consumers with all sorts of tastes and backgrounds a chance to enjoy quality wines and spirits at great prices, and we believe this sake will be a big hit.”
The Sake is available in stores nationwide priced at £3.99, and forms part of the Specialbuys Asian Cuisine range.
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For further information, please contact the Aldi BWS press office: / 020 7479 0910
Notes to editors
Aldi is the UK’s fifth largest supermarket with over 700 stores and over 29,000 employees.
The company has more than doubled its market share since 2010. In the 12 weeks ended 18/06/2017, Aldi grew sales by 18.7% and has a 6.9% share of the market (Kantar Worldpanel data).
Aldi is attracting hundreds of thousands of new customers every year with its award-winning range of exclusive brands, passing low operating costs on to customers in the form of low prices.
In 2017 Aldi will open over 60 stores. By 2022, Aldi will operate over 1,000 stores.
The company’s current achievements and initiatives include:
·         Aldi offers employees the highest starting pay in the sector – at least £8.53 an hour to all employees and more to those in London. This is significantly higher than the Government’s National Living Wage.
·         Aldi’s investment in people was recognised at the Grocer Gold Awards, which celebrate outstanding achievement and practice across the grocery sector – Aldi was crowned ‘Employer of the Year’ 2017.
·         Aldi has launched a five year partnership with the Teenage Cancer Trust – its fundraising target of £5m will go towards helping the trust to reach out to every young person with cancer in the UK. 
·         Aldi was named Multiple Retailer of the Year at the FPC Fresh Awards 2017 and Supermarket of the Year at the 2016 Retail Industry Awards.
·         Aldi is the highest ranked supermarket in the Institute of Customer Services’ UK Customer Satisfaction Index 2017.
·         Aldi launched its eCommerce platform in January 2016, selling a range of high quality wines and Specialbuys – receiving approximately over 11,000 orders per week.
·         Aldi is the official supermarket partner of Team GB, and has extended this commitment to the Tokyo 2020 Olympic Games.
Full details of Aldi’s awards and achievements are detailed at
[1] Wing Yip Oriental Food Report 2016


View our 'Notes to Editor'