Aldi Partners With Artist Timothy Goodman For Limited Edition Wine Collection

Discount grocer ALDI has announced its partnership with the acclaimed artist, designer and illustrator Timothy Goodman for the upcoming release of the limited-edition reserve wine private brand collection. The reserve collection includes three varietals under the William Wright private brand. The range will include a Chardonnay, a Cabernet Sauvignon, and a Red Wine Blend.

Known for his bold, text-based murals, Goodman traded walls for wine labels to bring his signature hand-illustrated style to a selection of award-winning ALDI private brand wines.

Goodman’s work lifts inspiration from the origin stories and flavor notes of each wine to bring striking color and playful iconography to the bottles.

“As a visual person, shopping for wine begins with the label,” he says. “I gravitate toward bottles with interesting designs, so I was excited to create a series of labels that would really pop on shelf. Each bottle has a unique design, so you can collect all three to display on your bar or give as gifts over the holidays.”

The collection hits ALDI stores nationwide on Dec. 13.

“The holidays are the perfect time for sharing or gifting a bottle of wine and we knew Timothy’s designs could elevate that tradition by pairing modern art with award-winning taste,” says ALDI spokeswoman Liz Ruggles.



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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.