When grocers push for the ability to sell wine or other alcohol in their stores, they aren’t doing it just to feature major brands or craft brands. In many cases, their playbook will eventually expand to including private label.
Which brings us to Lidl, which will be featuring its ‘King of Wines” beginning today (7/24). Lidl’s private label Barolo DOCG Riserva 2012 is priced at just $13.99, with Lidl’s limited-time mix and match case deal. Wine enthusiasts and savvy shoppers alike can stock up and save on Lidl’s unique Italian wines for 30% off when mixing and matching six or more bottles.
Lidl is the only U.S. grocery store to have a dedicated Master of Wine, the most prestigious title in the world of wine, Adam Lapierre, who has tasted more than 12,000 wines to curate Lidl’s unique range. “Barolo Riserva regularly fetches prices of $150 or more,” he says.