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Aldi launches new range of £2.49 artisan wine aimed at craft beer lovers
The German chain is targeting younger shoppers with the selection of 50cl beverages, which cost as little as £2.49 and come in brown glass beer bottles
ALDI is launching a new range of artisan wines - which look just like trendy bottles of craft beer, to lure in hipster shoppers.
The German chain is targeting younger people with the selection beverages, which cost as little as £2.49.
Craft beer is a favourite of trendy youngsters and Aldi has teamed up with South African winemakers Origin to develop four new wine blends.
The supermarket chain regularly takes on food favourites, making them cheaper. This Christmas the company is launching its LED Christmas Advent Calendar, which is a snip at £8.99.
And for hard-up hipsters there will be a budget record player on offer.
The wine range, which comes in brown bottles, includes two sparkling Moscato variants - No Monkey Business Moskato Rose and No Monkey Business White Moskato costing £2.49 each.
There are also two organic variants - Craft & Origin White and Craft & Origin Red, priced at £2.99 each.
Aldi hopes that the packaging and price will appeal to the "wholefoods generation" of younger drinkers who often go for craft spirits and beer.
After cottoning on to the gap in the market, Aldi spent 12 months developing the new range.
Each bottle comes with direct tasting notes such as "designed for pleasure, enjoyment and no fuss drinking".
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The launch comes soon after the Aldi Beer Festival which brought a range of 18 UK craft beers to shoppers in May.
Aldi is fast becoming a firm favourite for shoppers, as it was reported living near a store can add on thousands to the value of your house.
Tony Baines, Joint Managing Director for Corporate Buying at Aldi UK said: "This is an exciting move for Aldi.
"We have changed the rule book with these innovative wines, in a bid to tap into the craft movement and the audience it attracts.
"Aldi's wine sales are growing ahead of the market and we anticipate that this new range will help us to continue this growth by appealing to drinkers who don't usually choose wine, but instead, opt for something like beer or gin.
"If the wines are a success, we will consider expanding the range further next year."
Independent wine consultant and co-presenter of ITV's 'The Wine Show' Amelia Singer added: "I love this new initiative from Aldi which takes into consideration the lifestyle and economic considerations of today's millennial drinkers.
"Aldi has launched a brand new wine format which boasts organic qualities, amazing labelling and a lower ABV. I am looking forward to seeing whether shoppers enjoy them as much as I do."
All four wines will go on sale on November 13.
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