On 6 August, Aldi revealed they had performed an undercover stunt at The Royal International Horse Show in West Sussex, where attendees had the chance to indulge in the latest collection of ‘Justin Youraldi’ wines.
Aldi’s fake wine merchant ‘Justin Youraldi’ tricked wine buffs into thinking that they were tasting expensive wine from the world’s most exclusive vineyards; in reality, they were sampling Aldi’s award-winning wines, some of which cost as low as £4.99.
According to a press release, recent research conducted by the supermarket uncovered that people ‘revel in fooling friends with a bargain’ and that 43% have received compliments on a low-cost wine. 38% also shared that more expensive wines are ‘completely over-rated’, with 24% admitting they cannot tell the difference between a £5 and £50 wine. A whopping 65% of British wine drinkers agreed that people should enjoy their wine however they wish, and 40% view wine rules as ‘snobbish’.
Aldi’s undercover stunt follows its recent soar in wine sales, with new data reporting a 23% increase compared to last summer.
Featured image: Aldi UK
