Aldi’s Prosecco-Inspired Tea Infuriates Italians
Italy’s Prosecco DOC consortium has threatened legal action against discount supermarket chain Aldi after the launch of Prosecco-flavoured tea bags in UK stores.
Earlier this month, Aldi began to distribute Prosecco Festive Infusion Tea, a herbal tea without caffeine that retails for £1.89 and contains 15 bags. According to the retailer, the tea features a 'vibrant and festive' flavour with hints of the popular bubbly.
However, the initiative has angered the entity that oversees the production of Italian sparkling wine in northeast Italy (the Veneto and Friuli Venezia Giulia regions).
Speaking to regional daily Corriere del Veneto, the president of the consortium, Stefano Zanette, has threatened sanctions. "They cannot use that trademark, they do not have the permission. They must immediately remove the products from the shelves”, he added.
The problem has also been reported to the Central Fraud Repression Inspectorate of Italy’s Ministry of Agriculture. In addition, the Prosecco System, the company created by the three production consortia to combat counterfeiting, has also stepped in.
The tea is already sold out on the website of Aldi UK.
The discounter isn't the only retailer getting in on the bubbly wine craze - Waitrose had to restock its Prosecco-flavoured lip balm after it ran out three weeks before Christmas.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.