German discounter Aldi opened a pop-up store in London’s trendy Shoreditch quarter. It is the very first time Aldi opens a store, entirely dedicated to its product range of wine.
Workshops and wine tasting
The pop-up store is called #ALDIWINE and is located in Shoreditch’s Box Park. In a container, it offers a selection of its best wines. Customers can even taste wines and are assisted by a Master of Wine, a title only given to 338 sommeliers worldwide.
Store purchases are done on a tablet and are then delivered at home. Customers can enjoy free workshops and increase their wine knowledge in the pop-up store.
The store’s opening is meant to introduce Aldi’s British customers that it has a varied selection of wines online. At the same time, it is a pilot project and if it is deemed successful, Aldi may open several other types of these pop-up stores.
Aldi’ wine sales in the United Kingdom are increasingly popular, selling almost 100 bottles of its Exquisite Collection every hour.