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“From September 1st, we are temporarily expanding our range”

The bad weather we experienced this summer affected everyone. Even sectors that we do not necessarily think about. This is the case, for example, for Aldi, which has noticed that consumers have overwhelmingly left rosé wine aside. However, as demonstrated by an iVOX survey requested by the hard-discounter, rosé is considered the ultimate summer wine for 72% of respondents. But not this year.

In all, Aldi records a difference of more than 300,000 fewer bottles of rosé – converted into 75 cl units – compared to the summer of last year. “The weather has played a key role in consumer choice. Our customers have chosen rosé remarkably less often compared to other types of wine this summer. The rosé in cubi, although a great success last year, did not continue its momentum ”, explains John Van De Walle, Category Manager Wine at ALDI.

That is why all eyes are already on the future. A very near future which will be marked by the color red. “In fact, in autumn, just over half of Belgians opt for a glass of red wine, while this number rises to over 65% in winter,” explains Aldi, who expects wine references red are found more in the consumer’s shopping cart.

And to do this, the chain of stores is already making arrangements. “In order to pamper our customers, we are temporarily expanding our wine range with 25 additional references from September 1 during our Wine Fair,” adds John Van De Walle. “As autumn approaches, we will be offering a wide selection of red wines: more than half of our temporary additional range consists of red references. In addition, we note that red wine is even more anchored in the minds of consumers in the south of our country, ”he concludes.


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