Q&A: Inside Aldi's Latest Private Label Wine Collection
Earlier this month, fast-growing discount retailer Aldi added to its already vast private label assortment with a selection of new wines.
The Specially Selected Wine Collection includes five year-round and five seasonal wines from countries including Argentina, Italy, Spain, France and more, with half of the products priced under $10.
With more states approving of wine sales in grocery stores, private label wine appears to be a growing category, as the Aldi release follows Albertsons’ recent addition of new wines to its exclusive collection as well as the launch of its Vine & Cellar delivery program.
Store Brands spoke with Joan Kavanaugh, VP of National Buying at the retailer, to learn more about Aldi’s product development process when it comes to wine and how the retailer views its growth in the category.
STORE BRANDS: What was Aldi looking to accomplish with the launch of these new wines, and how do the new products accomplish that?
Joan Kavanaugh: Aldi has already worked hard to make itself a destination for wine, and now we’re doubling down with the introduction of premium, Aldi-exclusive wines. We know Gen Z and Millennials view wine as something that can be enjoyed anywhere from at-home to special occasions, but don’t want to compromise on quality or price. And, we know these generations, specifically, are also thinking about trading up in quality.
These trends made the introduction of wine to our Specially Selected label a natural decision. Crafted to be an affordable luxury, our shoppers can take a global tasting tour of the world’s most distinctive wine regions – from Côtes de Provence to the Uco Valley, Marlborough and Napa Valley – without needing a special moment, or to splurge.
SB: How long did the Specially Selected Wine Collection take to develop? What did the sourcing process look like?
JK: This collection was two years in the making but we had a jumpstart when it came to sourcing. Aldi has 40 years of experience sourcing wine globally and a team of highly educated buyers, so finding great wines isn’t new to us.
Through these relationships we were able to bring wines from Italy, France, Spain and New Zealand to market within our private label. By working hand-in-hand with our suppliers, we source directly from world renowned vineyards, bringing customers the best wines and major savings. In fact, most of the Specially Selected Wine Collection is under $10.
SB: As a discount retailer, how does Aldi ensure that its private brand wine meets certain quality benchmarks?
JK: Aldi only sources from winemakers that meet or exceed strict quality guidelines and undergo rigorous testing and quality assurance. We work hard to bring our customers the very best and evaluated more than 50 wines from wineries across the globe to land on the bottles you see in the Specially Selected Wine Collection today.
Throughout the process, Aldi maintains the highest standards of quality assurance for our products. For the Specially Selected wine collection, Aldi partnered with wine industry experts to perform sensory and analytical tests on each wine. With robust specifications, we spoke directly with winemakers to ensure the best quality and style of wine.
And Aldi wines are getting recognized. To date, Aldi has won more than 110 awards and Wine Enthusiast has named seven Aldi wines as Best Buys.
SB: With more states allowing wine sales in grocery stores, the private label wine category seems ripe for growth. How does Aldi plan to position itself as a leader in the category?
JK: Aldi continues to see increased demand for Aldi-exclusive wines because customers know they can rely on us for great products at the lowest possible prices, every shopping trip. We have decades of experience sourcing wine globally, but with the Specially Selected Wine Collection, we’re offering customers affordable luxury from a brand they know and trust. And with our simple, easy-to-shop stores, we take the guesswork out of the wine shopping experience with a curated selection of only the best wines.