New research shows 27% of Brits are opting for high-end labels, but Lidl is redefining expectations.
With its unwavering commitment to delivering premium wines at refreshingly affordable prices, it’s challenging the conventional belief that superior quality must come at a premium price.
As we near Christmas Day Lidl reveal a surge in demand for its wine as people gear up for festive celebrations. Over the last few months alone, sales of its new world white wines have soared by a fifth, underscoring the rising popularity of wines from non-traditional regions.
And sales of traditionally beloved European red wines have seen an uptick of over 17%, while white wine sales from the same region have experienced an increase of over 5%. Even the sales of European rosé wines have defied seasonal expectations, with a notable rise of over 9%, challenging the perception that rosé is exclusively a summer indulgence.
Richard Bampfield, Lidl GB’s Master of Wine, pointed out: “Here at Lidl we like to think we go beyond selling wine; our points system and tasting notes make the notoriously hard and difficult job of selecting the right wine that much easier. I am particularly excited our Montepulciano, Saint Emilion and Nero d’Avola are the most popular wines in the country in their categories, proving that it's possible to find quality at all price points. And our recent national Châteaux Noir events demonstrated premium quality wines needn't break the bank. From robust reds to crisp whites, not forgetting some award-winning sparkling wines and rosés, Lidl offer wines for every palate and all occasions.”
Lidl’s unique model, from everyday selections to Deluxe bottles, allows its British customers to access their favourite wines at some of the most competitive prices available. The buying teams, strategically stationed all over Europe, including the renowned wine regions of France, Spain, and Italy, collaborate closely with a select number of local suppliers. This meticulous curation ensures wines available at Lidl stores are handpicked by the industry's best.
Recognised for its excellence, Lidl has garnered Bronze and Silver at the International Wine and Spirit Competition in 2023, plus accolades at the 2022 Decanter World Wine Awards. Its recent finalist position at the 2023 Drinks Retailing Awards solidifies its standing as an industry-recognised leader.
To dispel the misconception quality wine comes with a hefty price tag, Lidl has been hosting a series of pop-up wine tasting events in the dark, known as Chateaux Noir. Led by Master of Wine, Richard Bampfield, thousands of people from across London, Liverpool, and Glasgow had the chance to directly compare Lidl's wines to big-brand competitors.
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