ALDI Australia's Buying Director, Jason Bowyer, had a chat with Food Magazine to discuss how ALDI sources its wine, what they look for in a supplier and its growth into online liquor.
How do you go about sourcing wines for ALDI?
We partner with a number of high calibre Australian and international suppliers who share our passion for quality and help cater to our expanding range of products. We are committed to tasting and sampling every product that is presented to us, as often that is how you discover the hidden gems.
We constantly benchmark our products against the market to ensure we are reflecting market trends and meeting or exceeding the quality of the market leading brands.
As a buyer for ALDI, what do you look for in a wine?
We are consistently looking at market trends and innovations to ensure our products are in line with consumer demand and preference, and we are committed to ensuring that our wine products offer high value at their respective price points. As our results in past International and National Wine Shows have demonstrated, affordably priced wine can perform well above the expectation a customer may have, sometimes proving more popular than a much more expensive option.
Our product range is planned well in advance of key events throughout the year. For winter in 2015, we introduced the following new wines: Neve Marlborough Pinot Noir 2013, unbelievable Pinot Noir value; Qiwila Maule Valley Merlot 2013 from Chile and Peidra Negra Reserve Malbec 2012, both seriously great value reds from South America; and a Taylors Special Release Clare Valley Shiraz 2013. The Taylors wine was specifically blended and produced for ALDI.
How are you able to source high quality wines but keep them at reasonably low price points?
Firstly, we have strong partnerships with high quality Australian and international award winning wineries. Our wines are made to our specifications, and quality isn’t something that we compromise on. Overall, we are committed to tasting and sampling every wine product that is presented to us, which is often how we are able to discover the hidden gems. Our product specifications are benchmarked against market leading wine brands, and we pride ourselves on delivering high standards in line with our customers’ tastes. A $10 wine at ALDI should drink like a $20 – $25 wine from elsewhere, and we are constantly trying to deliver on this formula.
We do not compromise on quality and make it our mission every day to consistently improve the value offering. Our everyday low price model means that price promotions are not something we generally use; instead we will always strive to offer customers the best quality products at a great everyday price.
In terms of surplus and distressed stock, we do try to assist suppliers here, however the wine must be great value and something that represents equally great value to our customer.
Does ALDI own any vineyards?
No, ALDI does not own any vineyards, however we work with closely with our wineries and partner with them for the long term. This often involves the contracting of high quality vineyards and sites to ensure the highest standards are achieved.
Are there any particular varietals that you are finding particularly popular within the Australian market aside from the typical Sauvignon Blanc and Shiraz?
ALDI’s customers’ tastes are steadily evolving when it comes to wine. The sweet spot has increased to a higher price point than when the business first launched liquor.
A couple of wines to look out for are our the Corte Carista Prosecco DOC ($9.99) from northern Italy, the Loire Valley Sauvignon Blanc 2013 ($7.99), a crisp white with strong gooseberry and passionfruit flavours from the home of Sauvignon Blanc, and the Blackstone Paddock Margaret River Cabernet Sauvignon 2013 ($19.99), a full-bodied red with plum, blackcurrant and truffle undertones.
One wine that stops others in their tracks, is the El Toro Macho Tempranillo 2013 ($4.99). It is great value and a wine style well suited to Australian palates.
What are the plans for the future in terms of ALDI’s wine offering? Would ALDI ever consider opening a separate liquor store?
ALDI Liquor is dynamic and adapts to match the changing tastes and preferences of customers. Trends are important, as is the speed at which suppliers communicate their new innovations. We partner with a number of high calibre Australian and international suppliers who share our passion for quality and help cater to our expanding range of products. In 2015, you will see continuing growth in the online liquor side of the business, www.aldiliquor.com.au, which provides a convenient online store for Australian consumers. As wine is both heavy and fragile, the convenience of home delivery is often popular.
Have you seen a notable uptake on sales since ALDI wines have won numerous awards international wine competitions in recent times?
Our sales have been growing strongly since our launch into NSW, however it is fair to say that award wins do influence sales performance and public perception regarding quality of wine. Interestingly, over and above this is the customers love for great value and quality, so sharing these wine finds is stimulating strong sales further.