Lidl unveils Mediterranean Wine Cellar

Lisa Riley

Lidl is hoping to appeal to summertime drinkers with its latest Wine Cellar collection – a 38-strong Mediterranean portfolio.

Rolling out into the discounter’s stores 25 May, the collection is made up of French and Spanish wines - all chosen by Lidl’s wine team with a focus on ”quality and value”.

The portfolio is dominated by red and white still wines but also features a selection of sparkling, rosé and dessert tipples, with prices ranging from £4.99 for a 12.5% abv white Palmela to £15.99 for an 11.5% abv red Côtes de Gascogne Doux.

The new Wine Cellar, the third to be launched this year, is officially revealed today at a tasting session attended by three MW consultants that work with Lidl – Richard Bampfield, Caroline Gilby and Ed Adams.

Lidl will be hoping the latest launch keeps the sales momentum for its wines, which have been flying off the shelves – last month the retailer said it had seen 20% volume growth, with white wine +30% and red wine at +11% (Lidl data).

According to Kantar data to end of January 2017, Lidl grew faster than any other retailer in terms of retailer spend for wine, with a 12.5% increase. In addition, it recently picked up Supermarket of the Year and Multiple Spirits Retailer of the year at the Drinks Retailing Awards.



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