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Product Launch - UK: Lidl's Maxwell 33-year-old Single Malt

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Lidl's Maxwell 33-year-old Single Malt

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Category - Spirits, whisky, Scotch, single malt, 40% abv

Available - From this week

Location - UK, off-trade exclusively in branches of Lidl

Price - GBP39.99 (US$64) per 70cl bottle

Distribution - Lidl

German-owned Lidl has lined up a limited edition single malt Scotch whisky for its UK stores. The company said earlier this week that the 33-year-old expression will be limited to 5,280 units, and will target the Christmas shopper.

The oak-barrelled Maxwell hails from the Highlands region.

Back in September, Lidl introduced a wine ratings system for its UK stores, as it looked to introduce a premium wine range in the country.

Show the press release

 

Lidl's own label 33-year-old Maxwell Single Malt Scotch whisky has been classified as a 'Superstar whisky that gives us all a reason to live' as it comes into stores nationwide from 29th November. It's the first time that Lidl has sourced a whisky of this kind, which would normally retail at over GBP100 and are expecting it to fly off the shelves when it arrives in time for Christmas.

The whisky scored 95 points out of a possible 100 and garnered great praise from Whisky Expert Jim Murray, who says '[This] has to be nosed to be believed...here is a chance to have a sniff at something nearing perfection....'

Lidl were able to source a limited supply of the oak-barrelled whisky, which comes from the Highlands, and have priced the usually-expensive product at GBP39.99.

"Last year Lidl unearthed a couple of stunning whiskies to be sold at an improbably economic price to the consumer. They have done it again for Christmas 2012 with a malt destined to be another collectors' item."

The launch of this whisky comes shortly after Lidl took home its 100th award in the International Spirits Challenge as it was announced their own-brand Putinoff vodka had won the trophy for the vodka category.

Recent research by Kantar Worldpanel has revealed that own-label now makes up 25% of all alcohol spend with price remaining the significant driver of shopper behaviour.

   33-year-old Single Malt Scotch Whisky GBP39.99

   Available in stores nationwide as long as stocks last

 

Original source: Company Release


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