A bottle of Aldiwhisky costing just £12.99 has been awarded two gold medals at two separate spirits competitions - matching bottles costing six times as much.
The Highland Black 8 Year Old Scotch Whisky picked up a gold medal in a blind taste test at the International Spirit Challenge, and a second at the Spirits Business Scotch Whisky Masters awards.
In the Spirits Business awards it received gold alongside the likes of the £75 Glen Ord 12 Year Old Single Malt Whisky.
It wasn't the only whisky from the firm to do well: the £13.29 Glen Orrin 5 Year Old Malt Whisky picked up one gold and one silver medal, while three more of the supermarket's range picked up medals too. At the Spirits Business awards the £17.99 Glen Marnoch Speyside Single Malt Whisky received the highest possible accolade - the 'master' award.
Tony Baines, from Aldi, said in a statement: "We are extremely proud that our own-label whisky range has been recognised by some of the world's leading experts. To win one award is a privilege but to win eight medals at these esteemed competitions is absolutely fantastic."
These awards have been added to an already bulging trophy cabinet. The supermarket also won 13 gold and 12 silver awards for its own-brands at the Grocer Own Label Awards, and 44 accolades at the 2014 Great Taste Awards.
These awards are a key part of the discounter's business strategy. It has always been known for its low prices, but in order to win over demanding shoppers, and convince those from higher income brackets that the products were worth trying, it needed to demonstrate the quality of its produce too.
The huge success of the brand is a testament to the effectiveness of this strategy. The firm overtook Waitrose to become the sixth largest grocer in the country last month. It currently has a 5.4% share of the grocery market, and is closing in fast on The Co-operative. Given its ambitious expansion plans over the next few years, commentators expect it will soon be the fifth biggest player, and will be taking Morrisons on for a place in the top four.
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