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14 Dec 2017

·         Aldi reports huge whisky sales as Peaky Blinders returns to TV screens – with the penultimate show airing tonight
·         395 bottles of whisky are sold in Aldi every hour
·         Sales data shows Scots favour Gin and Brummies buy the most whisky
(UK, 13th December 2017) Sales data by supermarket Aldi today reveals that whisky is the nation’s tipple of choice - thanks to the increased popularity of the drink brought about by the latest series of hit show Peaky Blinders.
Latest data from the supermarket shows 9,500 bottles of whisky are sold every day in Aldi across the UK and more than a fifth of Brits enjoy the drink regularly[1]. The rise in popularity of whisky coincides with the return of must-watch TV show Peaky Blinders where the lead character Thomas Selby is often seen sipping the tipple. Aldi’s research also shows that the home of the show, the Midlands, buys the most bottles of whisky compared to the rest of the UK. An astounding 2,700 bottles of whisky are sold in the Midlands daily – which equates to 114 bottles per hour.
Despite whisky hitting the top spot, the research which looked into the spirits buying habits of the nation between September 2016 to October 2017, indicates the ‘ginaissance’ is set to continue with 392 bottles of gin being sold in Aldi every hour. What’s more, despite Scotland playing host to five different whisky regions, Scots would rather pour themselves a cool glass of gin than opt for their mother tipple.
Julie Ashfield, Managing Director of Corporate Buying at Aldi, comments: “It’s great to see that whisky is on par with gin in terms of popularity for home-drinkers, with 12% of our customers opting to drink whisky at home over other spirits. The popularity of our spirits this year has led us to deliver an incredible premium range for the Christmas festivities.
“We often see a spike in sales coinciding with similar products featuring in popular culture, so it’s no surprise to see more shoppers have been opting for a glass of whisky to mimic their favourite Peaky Blinders characters.”
It’s not just Aldi that thinks its whiskies are high quality, they have been commended from some of the biggest names in the drinks business. Aldi’s award-winning whiskies have won 24 medals in 2017 alone. For Christmas the supermarket has specially selected a number of premium great tasting whiskies perfect for the festive period. These include: Highland Earl Smoked Reserve Whisky, £12.99, Glen Marnoch 29-Year-Old Single Malt Whisky, £39.99, Irish Reserve 26-Year-Old Single Malt Irish Whiskey, £39.99 and the Solo Clubhouse Premium Single Grain Whisky, £19.99.
Aldi cemented its reputation as market leaders with significant award wins this year, including being awarded ‘Supermarket Own Brand Spirits Range of the Year’ and scooping twenty product medals at the International Spirits Challenge 2017. As well as this, Aldi was named ‘Quality Drink Awards Retailer Of The Year 2017’ at this year’s Quality Drink Awards, winning twenty two product medals in the competition, and was also awarded ‘Spirits Buying Team Of The Year’ at the International Wine & Spirits Challenge 2017.
You can shop Aldi’s full spirits range here:

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For further information, images or to request a sample, please contact the Aldi BWS team on:
-          020 7479 0910
Please contact the Aldi team at Clarion to confirm product details and availability prior to print.
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 05/11/2017, Aldi grew sales by 13.1% and has a 6.7% 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 70 stores. By 2022, Aldi will operate over 1,000 stores.
The company’s current achievements and initiatives include:
·           Aldi currently 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 Fresh Produce Supermarket 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.
·           Aldi is the lowest priced supermarket in the UK and 15.2% cheaper than its nearest competitor (The Grocer 33, published 24th August 2017).
·           In 2017, for the fourth consecutive year Aldi was ranked the best-performing supermarket for compliance with the Groceries Supply Code of Practice, underlining its commitment to maintaining fair, predictable and sustainable prices within its supply chain.
·            Recent research from the Centre for economics and business research (Cebr) showed that the value of Aldi’s relationships with UK suppliers will increase by £2.2bn during the next five years to £6.7bn in 2022. Additionally, in 2016 Aldi supported 146,000 direct and indirect jobs in the UK and this figure is set to rise to 205,000 by 2022.   
 Full details of Aldi’s awards and achievements are detailed at
[1] WSTA Annual Spirits Report 2016 – 21% of British adults drink whisky

View our 'Notes to Editor'