Aldi's new wines will make you happy - before you've even popped the cork

Discounter aims to boost popularity of French wines



If you've ever struggled to pronounce the name of a fancy wine, then Aldi's new Pardon My French collection is for you.

One of three new wine ranges announced this week, it consists of four 'easy drinking' wines, each costing £4.99. With the strapline 'French can be fun,' each bottle has a tongue-in-cheek name.

'Gastronomy' is a Cotes de Gascogne; 'Want-to' is a Ventoux; Men Are From Mars is a Minervois and a Fitou becomes Fit You.

"French wine is often perceived as expensive and intimidating with complicated labelling and dusty looking chateau labels," says the firm.

"This can be off-putting for shoppers in a market that is full of innovation and simplified labelling, particularly within the New World sector."

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Also new are a pair of £6.99 wines tagged 'The Forgotten One', which hail from the lesser-known French appellations of Haut Poitou in the southernmost part of the Loire valley and Cahors tucked away to the East of Bordeaux.

Aldi says it's trying to encourage shoppers to move away from well-known wines like Sancerre, Chablis or Châteauneuf-du-Pape. Its Cahors Malbec is a powerful, black fruited red wine made from the Malbec grape, while the new Haut Poitou Sauvignon Blanc is a crisp, fresh white made from Sauvignon Blanc.

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Finally, Aldi's launching a classy own branded supermarket range in collaboration with its long-term supplier and renowned winemaker Jean Claude Mas.

The five wines all hail from Languedoc, and consist of a French Classic Grenache Noir for £6.29; a French Estate Pinot Noir for £6.99; and a £6.99 French Estate Malbec, along with two organic wines, the French Classic Organic Vin Blanc 2016 at £5.99 and a French Estate Organic Sud de France 2016 at £6.99.

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French wine sales in the UK have fallen by nearly 25% over the last five years in the UK.

"There's no doubt that France produces some of the best wines in the world so we have worked with our suppliers to develop a new, uncomplicated, exciting and accessible range to allow as many people as possible to discover what our wine making neighbour has to offer," says Tony Baines, Aldi's joint managing director of corporate buying.

"We pride ourselves on providing shoppers with great quality products at everyday low prices and we really believe these wines have a certain 'je ne sais quoi'."

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