Lidl UK Invests £1 Million in its First Ever Premium Wine Range

This past week, discount grocer Lidl UK announced the launch of its first ever premium wine range. The launch comes in response to growing demand for fine wines from affluent but spend-savvy customers. The new wine range, which includes Châteauneuf du Pape, Médoc, and a Sancerre, is due to be delivered to stores in the coming days with each wine being available for customers to purchase from 27th September.

Each of the premium wines have been quality tested by the well-known wine consultant and Master of Wine, Richard Bampfield, along with a panel of three fellow Masters of Wine, Ed Adams, Caroline Gilby, and Nancy Gilchrist. In his tasting notes, Richard Bampfield refers to the Prosecco Spumanti di Conegliano with “The best – such as this one – come from the area of Conegliano and have a fresh, gentle fizz with aromas of pear and apple”. He notes that the Chablis AOC Premier Cru is “a superior sort of Chablis – dry, fresh, elegant.”

The Masters of Wine panel tasted the range and marked each wine according to a 100-point rating system. The tasting notes and the wine scores have formed an integral part of the completely re-vamped ‘Wine Cellar’ look which can now be seen in every store. The Artwork evokes a warm, rustic feel by bringing together a deep burgundy backdrop with wooden crates forming shelves for the wines. Lidl UK have invested £1 million in refurbishing the wine section of each of their 600 UK stores in time to launch the new premium range to its customers.

Lidl Specialist Wine Category Manager Ben Hulme says, “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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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.