Aldi to stock fine wine in super premium drinks range

Discount grocer Aldi has launched a ‘super premium’ drinks range as it looks to compete with wine merchants and specialists in targeting drinks connoisseurs. The supermarket is said to be attracting an increasing number of upmarket shoppers as they shift their shopping patterns away from supermarkets such as Waitrose. Research has found that as high-earning families feel the pinch, many are splitting their weekly shop between upmarket supermarkets like Waitrose - for fresh food - and discounters like Aldi for dry goods and branded products.

Aldi has promised that its super premium range will offer high-end wines at up to half the price of the high end wine merchants. The range includes a Grand Cru Champagne for £22.99, a 54 per cent discount on its usual price and a 2004 Grand Cru Classé Margaux for £22.99, at 47 per cent less.