As of 2 June 2016, Lidl UK’s Wine Cellar promotion will take place every second month, as opposed to the four months annually during which it previously ran, following consistent sales growth.
Sales within the event itself have grown 300 per cent since it began in September 2012, and like-for-like sales improved throughout 2015 by 38 per cent.
For its spring 2016 Wine Cellar, Lidl UK has added 57 products to its portfolio, including for the first time in the promotional campaign’s history, English wines, in the form of three Broadwood’s Folly SKUs.
It also added a single wine from Argentina and New Zealand respectively, nine Hungarian wines, 12 French wines, five Italian wines, four South African wines, and three Australian wines.
One of its Hungarian wines, Tokaji Furmint Château Dereszla 2015 (£5.99) was selected as a 'Best Pick' by the chain’s Master of Wine, Richard Bampfield.
Former Lidl UK head of drinks, Ben Hulme, (now its head of wine-buying in Germany), told TheDrinksBusiness.com, "We won’t be resting our laurels. We’ve continued to build momentum, our market share tips 4.3 per cent which is a fair share in the line with Lidl as a supermarket."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here
