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Lidl launches first ever premium wine range

Discount supermarket Lidl is launching its first ever premium wine range this autumn as it seeks to cater for more affluent customers in the UK.

GENERAL MERCHANDISE

Lidl launches first ever premium wine range

Discount supermarket Lidl is launching its first ever premium wine range this autumn as it seeks to cater for more affluent customers in the UK.

The new range, which includes wines such as Châteauneuf du Pape, Médoc, and Sancerre, is due to be launched in stores on 27 September.

Lidl said that each of the premium wines have been quality tested by the wine consultant and Master of Wine, Richard Bampfield, together with three fellow Masters of Wine, Ed Adams, Caroline Gilby, and Nancy Gilchrist.

The panel tasted the range and marked each wine according to a 100-point rating system. The supermarket said the tasting notes and the wine scores had influenced part of the completely re-vamped 'Wine Cellar' look which can now be seen in each of its stores.

Lidl has invested £1 million in refurbishing the wine section of its 600 UK stores in time to launch the new premium range to customers. The new look features a deep burgundy backdrop with wooden crates forming shelves for the wines.

Lidl specialist wine category manager Ben Hulme said: "We believe in offering affordable luxury to everyone, and this Wine Cellar is a true extension of that. We're wanting to offer people the opportunity to enjoy really good wines at prices that aren't ridiculous.

"Since the recession hit, we've seen a shift in customer spending habits with many people, even those from more affluent backgrounds, finding smart ways to continue enjoying fine wines and good food at home. The Lidl Wine Cellar allows you to do just that."

 

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