Fans of a bargain tipple can now visit Aldi's dedicated Shoreditch wine pop-up shop to pick up a cheap bottle of plonk.
The retailer has opened up a wine store in London's east end to mark its e-commerce launch and to capatlise on the popularity of its wine in the capital; where residents spend the most online on the brand's wine collection.
The brand launched its first e-commerce platform selling wine and non-food 'Special Buys' earlier this year. The supermarket says one of the aims of its new £35m e-commerce operation was to open up the its wine range to those who may not necessarily live near an Aldi store.
Opening its doors to the public today (26 May) the wine store carries a minimalist design with glass wine displays and stations lined with tablets where customers can purchase their favourite beverages to be delivered straight to their door. Located in Shoredicth's it will be open until 28 May as part of London Wine Week for which Aldi is the official supermarket sponsor.
A resident Master of Wine will let customers try before they buy, while sommeliers will be on hand to help wine lovers make their selection.
Tony Baines, Joint Managing Director of Corporate Buying at Aldi, comments: “We are delighted to be launching our first ever pop up shop dedicated purely to our fantastic wine range. Our wines have fast been gaining a well-deserved reputation for their excellent quality and low prices.
Aldi's joint nanaging director of corporate buying at Aldi, hinted that the pop-up could become permanent saying: "What better time to trial a dedicated wine store than during London Wine Week."
“Our store, open for three days, represents our dedication to opening up the world of Aldi wine to all - allowing customers both new and existing, to try before they buy either in store or online," he added.