Aldi UK has added nearly twenty wines to its online offering on the back of market feedback that suggests that even though its consumers favour Australian wine in store, French vintages look set to be more important for its e-commerce channel.
Aldi’s head buyer, Mike James, told TheDrinksBusiness.com that Aldi’s online range is "different to the store offer, as it includes what we think will work online – so we have culled fortifieds [Port, sherry, etc.], low-abv, and anything that isn’t a 75cl bottle, for example.
He explained that the website also allows them to sell bottles that are generally considered seasonal wines throughout the year, such as Chablis or Sancerre, which are seen as Christmas wines.
He added that, "From a buyer power and economies of scale point of view, if a wine is great for online, that perhaps we can also put in store, albeit in a more limited way. So we could have 45,000 bottles in store, and 50,000 online – which means we can invest in decent design and can get [better] cost [savings]."
"Looking at the market, it would suggest in store the biggest seller is Australia, but there market data says France online. How would it work online? Maybe we need to beef up France – but maybe Aldi is just not a ‘French’ shop? It is an evolving feast, like buying for shop, you can never rest on your laurels."
Under Aldi’s private label Lot line, it has added a Marlborough Sauvignon Blanc (£9.99), a Metarie de Bose Corbière, a Minervoise La Livinière and a Grés de Montpellier.
© 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.
