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Aldi Launches Free, Jargon-Busting Wine Course as Research Reveals More Than Half the Nation Feel Baffled When Buying A Bottle

Following research which shows two thirds (63%) of Brits are baffled and a further 57% admit to feeling daunted when it comes to buying wine, Aldi has launched its very own wine course to help shoppers pick out their perfect Cabernet Sauvignon without drawing a Sauvignon blank – and what’s more, it’s completely free.

Donned the ‘Aldiploma’, it’s the first supermarket wine course of its type in the UK offering price-tag and pressure free learning, with six online modules and video tutorials featuring Aldi’s wine expert, Mistress of Wine, Sam Caporn.

Helping wannabe wine buffs 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, the wine course supports the supermarket’s mission to open up the world of wine to all, including the 62% of Brits who admit they find it easier to plan a holiday than pick the perfect plonk.

Aldi’s wine expert Sam Caporn MW, comments: “As one of only 382 Masters of Wine worldwide, 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.”

Nearly a quarter (23%) of Brits are too embarrassed to ask for help when picking wine, with 91% preferring to bluff their way through in order to save face or impress others, forcing nearly a quarter (23%) of Brits to pretend to like a wine they hated to avoid being caught out.

News of Aldi’s jargon-busting wine course will be music to the ears of shoppers who have been suffering in silence, as research shows more than 1 in 10 (11%) have bought a white wine, when they actually wanted a red, whilst a further 15% have avoided buying wine because they couldn’t pronounce the name and over a quarter (26%) 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 award-winning wines, ensuring access to expert vino-how is now just a few clicks away.

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