Tag Archives: Aldi Sud

Exploring The Penetration Of Irish Whiskey In The German Supermarket Sector.

A random tweet got me thinking.

Obviously I checked on the link & was blown away by Lidl offering a cask of new make whisky to it’s customers!

Lidl whisky cask c/oLidl.de

My inquisitive mind led me to checking out what else they had.

Let’s put it like this – the depth & spread of whiskies on offer would qualify the shop as being a specialist whiskey outlet in Ireland!

The bare figures are pretty outstanding;

Total bottle selection…………………………..127.

Comprising of;

Scotland…………………………………………………….84

America……………………………………………………..19

Ireland……………………………………………………….10

Japan & Taiwan………………………………………….4 each

Wales & Austria…………………………………………2 each

Canada & South Africa………………………………1 each

At only 8% of the market – Irish Whiskey clearly has a long way to go!

But who was flying the Irish flag?

First off – in order of appearance here – Lidl own brand Dundalgan.

Dundalgan Blend c/oLidl.de

Next up – the ubiquitous Jameson in Original, Black Barrel & Caskmates varieties.

Jameson Original c/oLidl.de

Irishman Single Malt made an appearance.

Irishman c/oLidl.de

Kinahan’s popped up with their tasty Kasc Project.

Kinahan Kasc c/oLidl.de

Kilbeggan followed.

Kilbeggan Blend c/oLidl.de

With Paddy being the last whiskey.

Paddy c/oLidl.de

A couple of liqueurs wrapped up the Irish contingent.

I’d definitely be like a kid in a sweet shop drooling over the extensive choice!

Aldi Sud meanwhile had only 8 whisky on offer – 5 Scotch & 1 each from Japan, Canada & Germany. Ireland didn’t even feature!

Sláinte

Header image c/oextra.ie