To boost the British public’s awareness of its online wine offering, and to sell wine to those who may not live near an Aldi supermarket, Aldi UK has opened a pop-up wine shop in Shoreditch, London.
The pop-up will feature at the annual London Wine Week being held this week (23 - 28 May), TheDrum.com reports.
Aldi is the official supermarket sponsor of this year’s event. Members of the public can sample Aldi wines on the premises, and then purchase bottles for home delivery.
The grocer has invested £35 million into its online wine platform.
“We are delighted to be launching our first ever pop up shop dedicated purely to our fantastic wine range,” said Tony Baines, Aldi’s joint managing director of corporate buying.
“Our wines have fast been gaining a well-deserved reputation for their excellent quality and low prices.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
