ALDI’s liquor growth strategy for 2025

In 2024,ALDI’s liquor business saw significant growth, particularly in spirits, with whisk(e)y and vodka performing strongly.

Paul Handley, ALDI Liquor Expert, noted the success was partly driven by increased foot traffic from ALDI’s grocery offering.

ALDI’s reputation for delivering value has been key to attracting more customers to its liquor range.

“Within liquor, this resulted in growth well ahead of market across all segments with spirits being the standout,” Handley said.

Handley explained that ALDI’s liquor strategy sets it apart from competitors.

“We don’t try to attract customers into our stores with crazy pricing to shop our liquor offer – they are already there in large numbers to do their grocery shopping. Customers know that our tightly curated range represents great value – both across the core range as well as our seasonal and specials programmes.”

This approach, focusing on quality and value rather than aggressive promotions, has helped ALDI build a loyal customer base for its liquor offerings.

For 2025, Handley sees continued growth in the liquor category, particularly through converting grocery shoppers into regular liquor customers.

“The main opportunity for ALDI will be in continuing to convert our existing grocery customers to do more and more of their liquor shopping with ALDI through our tightly curated range of great value, great quality core range products supported by an exciting selection of seasonal and Special Buy products across the year,” he explained.

This strategy leverages ALDI’s strong grocery base to attract more liquor purchases from the same customers.

Sustainability remains a key focus for ALDI as it looks ahead to 2025. Handley highlighted the company’s commitment to improving its environmental footprint.

“Our commitment to sustainability means we’ll continue working with our business partners to make improvements in packaging, supply chain and recyclability. This includes reducing single use plastics, difficult to recycle black plastics and ensuring packaging is recyclable, reusable or compostable,” he said.

Sustainability is becoming increasingly important to consumers, and ALDI is determined to meet this demand with more eco-friendly packaging and sourcing practices.

Trends shaping the liquor sector in 2025 include moderation, lighter alcohol products, and sustainability. Handley predicted that these trends would continue to grow in importance.

“Lighter styles, lower-in-alcohol products, sustainable growing and manufacturing practices and new and interesting products, flavours and varietals will be key to success,” he said.

Amid ongoing cost-of-living pressures, ALDI is committed to offering high-quality products at competitive prices. Handley said that this focus on value has helped ALDI navigate economic challenges.

“We are proud to continue our laser focus on delivering market-leading prices on high-quality goods for our customers at a time when they need it the most during a cost-of-living crisis,” he said.

As ALDI continues to innovate and focus on value, sustainability, and growth in the liquor market, it is well-positioned for further success in 2025. “At a time when shoppers are continuously seeking better value, we have never been more aware of the need to continue to deliver on our promise to offer Aussies the highest quality products at the lowest possible prices,” Handley concluded.

This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News: