Aldi Reports ‘Best Ever’ Christmas Amid Strong Demand for Beer, Wine and Spirits

Aldi’s sales edged higher in the month leading up to Christmas, as the German discounter enjoyed its “best ever” festive period and predicted it would prosper as households tighten their belts.

Sales at the supermarket chain were up 0.4% in December 2021 compared with the equivalent month in 2020, despite a boost that year from people ordering more groceries amid a lockdown that forced hospitality venues to close.

Kicking off the Christmas updates for supermarkets, Aldi claimed figures from the research firm Kantar showed it was the “only major supermarket” to increase its sales in December. Its sales growth over the month was partly driven by record sales of its premium range and strong demand for beer, wine and spirits.

Its chief executive said the discounter stood to benefit even further if people opted for cheaper shopping lists this year, as a cost-of-living crisis looms due to soaring energy bills and higher taxes.

Giles Hurley, the chief executive of Aldi UK, said: “There’s no doubt that 2021 was a long and difficult year for lots of people, but our amazing colleagues stopped at nothing as they came together to deliver the Christmas that our customers deserved.

“As we look ahead, the top priority for most families this year will be managing their household budgets in the face of rising living costs.

“As the cheapest supermarket in Britain, Aldi will always offer the lowest prices for groceries, no matter what, and continue to support our British farmers and producers.”

Aldi UK and Ireland, privately owned by the German company Aldi Sud, said its sales were up 8.1% compared with 2019, before the pandemic affected trading.

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The group is Britain’s fifth largest supermarket group with a 7.7% market share.

While Aldi claimed to be the only supermarket to enjoy higher year-on-year sales during December 2021, several big supermarkets are yet to release figures.

Tesco, Sainsbury’s and Marks & Spencer are due to release festive trading figures later this week.

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Aldi reports ‘best ever’ Christmas amid strong demand for beer, wine and spirits