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Aldi to launch super premium drinks range

Tuesday November 20th 2012

Discount supermarket Aldi is to launch a range of super premium drinks as it looks to target upmarket shoppers with high quality wines and spirits at up to half the cost of those sold by specialist drinks merchants.

The new range will be available from 22 November and will include a Grand Cru Champagne and a Grand Cru Classe 2004 Chateau Marquis D’Alesme Becker wine, both of which will retail at £22.99.

The move reflects the changing nature of Aldi’s customer demographic following the retailer's announcement last month that it had seen an 18% rise in shoppers from the wealthier classes.

Aldi managing director of Buying Tony Baines explained: "It is no secret that our shopper demographic is changing.

"In Britain we have experienced a fundamental shift in our perception of value in the past five years, and with that shift we have seen a dramatic increase in the number of more affluent shoppers who are choosing Aldi for the quality and value it delivers.

"We’re getting increasingly known for our quality wines and spirits, and our medal chest has grown considerably over the past year with more than 100 award wins since January.

"We are sure our Super Premium drinks range will delight our shoppers, as well as making the world of premium wines and spirits more accessible to those who haven’t previously been able to enjoy them."

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Aldi will also introduce a new permanent premium wine range called The Exquisite Collection which will launch at the end of November.