Aldi launches free wine course for customers to take the confusion out of bottle buying

Following research revealing more than half of the nation feel baffled when buying a bottle, popular supermarket chain Aldi has announced it is launching a free online wine course for its customers. 

Published 17th Oct 2019
Updated 21 st Sep 2023

Dubbed the Aldiploma, the new course will try to help customers navigate the complicated world of wine after it was revealed that two thirds (63 per cent) of Brits are confused about wine and a further 57 per cent admitting to feeling daunted when it comes to buying bottles.

The first supermarket wine course of its type in the UK offering free learning, it features six online modules and video tutorials with Aldi's wine expert, Mistress of Wine, Sam Caporn.

The tutorials will help users discover the best ways to taste wine, get to grips with their red and white grape varieties and learn to pick their favourites by region.

Aldi’s wine expert Sam Caporn MW, who is one of only 382 Masters of Wine worldwide, said:  "It’s fair to say I know my Malbec from my Merlot – but that hasn’t always been the case. Rewind twenty years and I was just a wine lover with none of the technical knowledge I have now.

"Aldi is known for its affordable, great quality wines so this creates the perfect platform to help consumers try new things and gain the perfect introduction to the world of wine.”

According to the supermarket chain's research, nearly a quarter (23 per cent) of Brits are too embarrassed to ask for help when picking wine, with 91 per cent preferring to bluff their way through in order to save face or impress others - forcing nearly a quarter (23 per cent) to pretend to like a wine they hated to avoid being caught out.

The team say the course will help those who have bought a white wine, when they actually wanted a red, those who have avoided buying wine because they couldn’t pronounce the name and people who dread buying wine as a gift because they find the decision-making process so stressful.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “The wonderful world of wine should be enjoyed by all and at Aldi we believe that visiting the wine aisle should be an enjoyable experience. The Aldiploma provides a unique and fun approach to learning about wine, giving customers the confidence they want when selecting a wine and debunking any complicated wine terminology.”

The Aldiploma is available to download for free via with those taking up the training having the option to buy an accompanying case featuring a selection of Aldi’s wines.

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Driven by a passion for all things drinks-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over 10 years advising customers from all over the world on the wonders of our national drink. Recently, his first book was published. Dubbed Gin Galore, it explores Scotland's best gins and the stories behind those that make them.
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