Can you have too much of a good thing? Aldi doesn't seem to think so.
The budget supermarket – which has won plaudits for its wine range, including beating Waitrose to be crowned supermarket of the year at the Drinks Retailing Awards – is launching its own dedicated "ultra-modern" wine store in Shoreditch's Boxpark.
The store consists of glass wine displays and stations lined with tablets where customers can purchase orders to be delivered straight to their door.
And you will be able to try before you buy with a resident "master of wine" on hand to talk you through the best wines on offer. A free masterclass will be on offer, but on a first-come, first-served basis.
The bad news is that it's just opening as a pop up for just three days, from 26 to 28 May, as part of London Wine Week, for which Aldi is the official supermarket sponsor.
But there are hints that this could be the first of many, with Tony Baines, joint managing director of corporate buying at Aldi, saying it would act as a "trial" for the concept of a dedicated wine store...