Lidl is ploughing £12m into a wine range designed to attract wealthier customers away from rival British supermarket chains.
The discount retailer which has flourished in recent penny-pinching times is heavily investing in the premium wine range, priced between £4.99 and £25.99, in a bid to attract middle class customers away from suffering supermarkets, the Evening Standard reports.
Tesco and Sainsbury’s have been hard hit by the offensive mounted by discount retailers taking market share which looks set to continue with Lidl’s latest move.
The selection of 48 wines will be available in September and signals the beginning of a so-called “claret offensive” as the German chain expands into central London and the home counties
Lidl’s senior buying manager Ben Hulme told the Standard: “We would be stupid to say ‘no’ to central London. There are challenges but if we really want to be established as a leading retailer in the UK then we have to have a presence in central London.”
If the move prooves successful Lidl plans to follow up with a range exclusive to the capital.
“We want to be aiming at people who have not considered us before. The message is ‘come and a give it a try. Pick up a few bottles and see if you like them,” added Hulme.