As current cost of living pressures continue to impact household spending, ALDI’s offer of prices 15-20% lower than its competitors has resonated strongly with Australian consumers. As a result, 4% more households are now choosing to shop at ALDI, with existing customers shopping at an increased frequency.

Here, ALDI Australia’s Buying Director Jason Bowyer explains his approach to building a liquor program that wins on value:

“ALDI has won a spot in the hearts and back pockets of Australian shoppers through one simple and consistent commitment – high quality products at competitively low prices. We take pride in being Australia’s most affordable supermarket, offering consistent, reliable value every day across all categories, including liquor, so customers don't have to chase discounts or specials to save on their weekly shop. In today’s climate, where cost of living and inflation are top concerns, this reliable pricing model has never been more important.

This year ALDI was named Australia’s best rated supermarket for a seventh consecutive year by Canstar Blue scoring seven five-star ratings within consumer rankings, leading competitors as the only supermarket to score five-star ratings in the price-based categories, as well as quality-based fields such as supermarket-owned branded products.

ALDI’s success is reflected not only in the trust we’ve earned from customers but also in the growing number of Australians choosing to shop with us. Our data shows that we have over 4% more households shopping at ALDI as customers seek everyday value. On top of that, existing customers are increasing the frequency of their shops at ALDI. Despite challenges such as supply chain disruptions and inflation, we’ve consistently maintained a price gap of 15% to 20% over competitors, demonstrating our resilience and ongoing commitment to everyday low prices.

Our value proposition extends across our curated liquor range, including local and international wines, spirits and beers. Our vision is to offer the best value and quality at all price points and our lower-price strategy doesn’t mean compromise! In less than 2 years, we have won four Platinum Awards, eight Trophies, 139 Gold and 122 Silver awards for our Wine, Spirits and Beer & Spirit Categories.

Across our range, innovation is coming from new varietals both domestically and internationally. Looking into summer and through to next year, lighter in alcohol, and sustainability-focused products are certainly trends we expect to see actualised in store. We have a series of everyday wine, beer and liquor products that are available year-round, but insert seasonality and innovation into the range on both a quarterly and weekly basis with our seasonal product program and famous Special Buys, which include Liquor. There is always something new (and often award-winning) for customers to try! Californian Chardonnay, Mataro Rose and a new range of refreshing Spritz offers, are just some of the new selections.

Beyond affordability, ALDI has made significant progress in sustainability. In the liquor space, we are committed to reducing waste through ongoing glass and dry goods reviews and improving supply chain efficiencies where possible. We are strong advocates of sustainability from end to end, including working with our supplier partners on ways to reduce black plastics, glass reduction and finding packaging efficiencies, without compromise to the final product.

As we head into the new year, we recognise the great responsibility we have to our shoppers when they’re feeling the pinch from the rising cost of living. Our Price Promise remains the same from the day we opened our first store over 20 years ago – we won’t be beaten on the cost of your weekly shop.”

//

This article was written by Jason Bowyer for Drinks Guide 2025, which will be distributed nationwide soon. If you would like a copy and are not currently on the Drinks Trade/Guide magazine mailing list, get in touch with the team now.

Share the content