Aldi launches premium Christmas drinks range… but it’s not as cheap as you might think
ALDI has launched its Christmas drinks range today – and you may be surprised to learn the budget supermarket’s plonk costs up to £40 a bottle.
The discount store has gone upmarket with its new premium drinks as customers prepare to splash out over the festive period.
But even the store’s most pricey drink – the £39.99 Glen Marnoch Whisky, a 28-year-old single malt – is half the price of competitors’ offerings.
Aldi is also selling a 70cl bottle of Chevalier 1989 Grande Champagne Cognac for just £29.99 – which is 74 per cent cheaper than a similar bottle of 1990 cognac from alcohol retailer Master of Malt.
The new range comes as part of the German chain’s luxury Christmas drinks selection – which it describes as its ‘most premium range to date’.
A bottle of Ducastaing 1975 Armagnac, a carefully distilled Armagnac with a distinctive note of white flowers, dried plums and cooked orange, can be picked up for £24.99.
The bottle is comparable to a 1975 Delford Freres Bas Armagnac which is priced at £89.97 – presenting Aldi shoppers with a 72 per cent saving.
With gin currently being the trendy drink for young adults, Aldi has included four bottles of premium gins in the selection.
This includes the Topaz Blue Premium Gin (£13.99), comparable to Bombay Sapphire which comes in at nearly double the price.
The range also has plenty of options for wine enthusiasts such as the Andre Vannier Chablis Grand Cru 2012, a French white Burgundy, which can be picked up for £19.99.
This is almost half the price of the comparable Domaine Vrignaud Chablis Grand Cru Blanchot, which retails at £37.62.
The budget store is offering an award winning Veuve Monsigny Blanc de Blanc Champagne 2007 for £19.99.
Tony Baines, Joint Managing Director for Corporate Buying at Aldi, said: “We know that our customers will be looking for that little something extra during the festive season.
“It is a testament to the hard work of our UK buying team that we are able to offer our biggest premium range ever this year, without the hefty price tag.
“We work hard to maintain close supplier relationships who share our vision and passion to bring the very best products to our customers meaning that we always have quality drinks on our shelves, making Aldi a real destination for shoppers at this time of year.”