German discounter Aldi is going up against the likes of luxury retailers Fortnum & Mason and Selfridges this Christmas.
It's offering a new range of "Super Premium" fine wines, in a bid to attract more luxury shoppers to its stores. The high-end drinks will retail for around 78 per cent less than their usual market price.
Customers can buy a bottle of Hungarian Chateau Pajzos Tokaji Aszu 6 Puttonyos, which would usually set them back £76, for just £16. It's usually described as the "king of wines" and has the highest possible rating for its kind.
Fortnum and Mason and Selfridges sell an inferior 5 Puttonyos Tokaji for £23.50 and £35.99 respectively.
It's also selling a collection of other fine wines, cognacs, brandy and whisky as part of the "Super Premium" range. These include a Ducastaing 1973 Armagnac for £24.99 and a Glen Marnoch 18 Year Old Single Malt Whisky for £29.99
Tony Baines, MD Buying at Aldi, said:
It is no secret that our shopper demographic has evolved. The past few years have seen a significant shift in perceptions of Aldi amongst high-end shoppers who are increasingly being attracted to our top quality, great value philosophy.
We’re known for offering excellent quality, award-winning drinks at discount prices, and our Super Premium range is no exception. We’re confident this new range will appeal to both existing and new Aldi shoppers, as we make the world of fine wine and spirits more accessible to those who haven’t previously been able to enjoy them.