Yahoo Finance Aldi's discount whiskies defeat major brands in international competition
Aldi has done it again, defying the odds to land six coveted medals for its own label whiskies at an international competition.
The discount supermarket’s own brands beat labels costing more than three times the price at the renowned International Spirits Challenge.
Aldi’s Highland Black 8 Year Old Whisky, priced at just £12.99, claimed a silver accolade, its sixth ISC medal to date. A rich blend of the finest grain and malt whiskies from Scotland, Aldi’s popular whisky pipped The Ardmore Traditional Peated to the post in the competition, which sells for £45.55.
The Glen Marnoch Highland Single Malt Scotch Whisky (£17.49) and Glen Marnoch Speyside Single Malt Scotch Whisky (£17.49) were also among the six Aldi products which bagged silver medals in this year’s competition.
Aldi’s success comes in the wake of similar awards for its range of gins, which also beat off challenges from named brands.
“The UK’s perception of whisky has changed a lot over the past years,” said Tony Baines, joint managing director of corporate buying at Aldi.
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“Being awarded these accolades proves that whisky lovers can enjoy great value drinks without compromising on quality.”
Miles Beale, chief executive at the Wine and Spirits Trade Association said it was a very exciting time to be in the UK spirit market.
“We are seeing consumers experiment with more and more spirits, especially with millennials,” he said.
“Whiskies fit into this category as a versatile and trendy product that also happens to be the base of the most popular cocktail in the world – the Old Fashioned.”
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Whisky has become a popular drink among Brits, with more than a fifth overall drinking whisky. The tipple is on a par with gin in terms of popularity for home-drinkers, with 12% opting to drink whisky at home over other drinks.
The awards are the latest triumph for Aldi whiskies; in 2016 alone, Aldi’s own label whiskies scooped 22 accolades from prestigious awarding bodies. The discount supermarket has continued to impress industry experts this year, with award totals now sitting at 28 accolades over the past 12 months.
