Aldi moves into booze with lighthearted jab at overpriced beer and wine snobs

2_ALDI Liquor_Sauvignon PlonkAldi has fired the latest salvo in the supermarket wars as it ups the ante in the lower-priced alcohol market sector with the help of a cheeky creative campaign from BMF.

Having already put its mark on the sector with its less-than-straight-faced approach to flogging fast-moving consumer goods, Aldi is now marketing its cheap beer and wine in a similar voice.

The campaign also focuses on quality and value for money, highlighting awards some of its wines have won.

“Experts from around the world have, in blind taste tests, awarded Aldi’s liquor products numerous accolades,” said marketing director Sam Viney.

“The truth is: you don’t drink the label. Let your taste buds be the judge.”

The campaign also tackles snobbery in its creative approach to the sector.


Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Art Director: Dave Ladd, Dantie Van Der Merwe

Copywriter: Dave Ladd, Dave Fraser, Cat Williams

Planning Director: Ali Tilling
Client Services Director: Dan Lacaze

Senior Account Director: Peitra Withaar

Account Managers: Elaine McAteer, Harriet Cockhill

Catalogue Account Manager: Brooke Karam

Media: Maxus

PR: Creation

Digital build: Helium

Client: Aldi

Marketing Director: Sam Viney

Simon Canning


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