UK discounter Aldi is launching an online wine course for shoppers comprising a free-to-download online course and tutorial, which it says will make will make the wine aisle “less baffling” for consumers.
The retailer, which has gained a strong following for its popular range of wines in store, says that although the newly launched course, which is available now, is free to download, it is best accompanied by its three Wine Discovery cases, which can be bought from its online shop for around £110.
The course comprises six downloadable wine modules and six video tutorials featuring the retailer’s wine consultant MW Sam Caporn, which cover an introduction to wines, the principles of tasting, a look at white and red varieties, a tour through the classic regions and a module devoted to sparkling, sweet and fortified wines.
The ‘Aldi-ploma’ claims to be the first supermarket wine course of its kind in the UK which offers “price-tag and pressure-free learning” to help consumers learn how to taste wine, help them navigate red and white grape varieties and how to pick their favourite wines by region.
“The wine course supports the supermarket’s mission to open up the world of wine to all, including the 62% of Brits who admit they find it easier to plan a holiday than pick the perfect plonk,” the retailer said.
Sam Caporn MW said Aldi was known for its affordable, great quality wines and the new diploma would create “the perfect platform to help consumers try new things and gain the perfect introduction to the world of wine”.
Julie Ashfield, managing director of buying at Aldi UK, added that the “wonderful” world of wine should be enjoyed by all.
“At Aldi we believe that visiting the wine aisle should be an enjoyable experience. The Aldiploma provides a unique and fun approach to learning about wine, giving customers the confidence they want when selecting a wine and debunking any complicated wine terminology.”
In September the retailer launched of a 35-strong premium own label range of ‘Icon wines’ targeting affluent wine consumers with available exclusively online.
