Blog: Will Aldi give Scotch whisky a headache?
Chris Mercer | 22 November 2011
Aldi has set a few hearts racing in the world of whisk(e)y by daring to sell a bottle of 40-year-old Scotch for just GBP49.99 (US$78), a sixth of its market value.
What an audacious marketing gimmick and what a walloping corker of a move for the Scotch industry to swallow. Obviously, not everyone thinks Glenbridge 40-Year-Old is a bad idea, because somebody has given Aldi the liquid - although we're not quite sure who, yet.
There are, though, going to be people out there who think this is beyond the pale. German discounters Aldi and Lidl have introduced a new dimension - a no-frills, cheap dimension - to food retailing in several countries, including the UK. This is much to the chagrin of some in the industry. Aldi's expansion into discount Scotch, then, will be greeted with a certain amount of suspicion, if not outright annoyance.
For a start, it asks all sorts of difficult questions. How much is 40-year-old Scotch really worth on average? Does the age matter, or does the marketing matter? Some of the early reviews of Glenbridge have been really rather positive. That said, it's hard to know whether this is the result of sound whisky-making or the reviewer's light relief at not imbibing something akin to 40-year-old battery acid. Expectations are everything in this game.
This is clearly a gimmick from Aldi and we're not about to see an influx of 40-year-old Scotch hitting its 450 stores on a regular basis. Only 3,000 bottles will be released this time.
In that context, I don't see the launch as negative. It might even do distillers a favour by giving consumers a glimpse of something better. Maybe, after trying this, they'll be more willing to spend a few more quid in the future.
Heineken is gearing up for a product launch in Australia this month. But exactly what the product is, the brewer is not saying....
It's Summer in the northern hemisphere and the beer festivals are in full swing. Even the famously secluded North Korea is letting its regulation-cut hair down with the Taedonggang Beer Festival, name...
Drinks companies that use celebrities and influencers to endorse products via social media could be in line for some rule changes....
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
- Craft spirits shake-out will be just the beginning
- How Treasury is rewriting the rule book - Comment
- Drinkable yogurt - The next drinks opportunity
- Coca-Cola India suspends bottling operations
- Has Diet Coke passed its sell-by date? - Comment
- Diageo brands need "fixing and nurturing" - TWE
- SAB shareholders granted AB InBev vote split
- Diageo's Guinness Rye Pale Ale - NPD
- Craft Brew Alliance poised for AB InBev takeover?
- Work begins on Glasgow distillery
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages