Aldi Wine Advent Calendars Sell Out in Minutes

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Aldi Wine Advent Calendars Sell Out in Minutes

By Cyndi Loza - 11/09/2018

Aldi wine Advent calendars rolled out to select stores Wednesday, selling out in minutes across multiple locations and hitting the same day for exorbitant prices. 

The Aldi "Festive Collection" wine Advent calendar comprises 24 bottles of wine — including Prosecco from Italy,  chardonnay from Australia, merlot from Chile and sauvignon blanc — each packaged in compartments to be opened daily in December leading up to Christmas. News of the $69.99 wine calendar's arrival broke over the summer with websites such as welcoming the calendar's arrival and praising the German retailer's decision to bring it stateside after a successful debut in the U.K. last year. A feature in the retailer's Nov. 7 circular and multiple articles leading up to November also touted the limited-time SKU as well as a complementary cheese Advent calendar from private label Happy Farms that was debuting concurrently. 

On Wednesday, the wine advent calendar sold out in minutes at one Aldi store in Champaign, IL, which only stocked some 10-15 calendars. An employee at that location was positioned to greet shoppers when the store opened, providing them with a ticket that let them shop and then pickup and purchase their wine calendar at checkout. According to various Twitter users that expressed frustration about the limited stock, this was the case at many stores. For example, user @pupcakescupcats tweeted to the retailer, "Why only stock 15 wine advent calendars in our store? Did I wrong you in a past life? I showed up at 8 (when they open) and all 15 were gone." 

Aldi will not be restocking the wine calendars in stores and replied to various Tweets explaining, "We’re overwhelmed by how fast the wine Advent calendar has sold out in many of our stores. We’re taking notes for how many we’ll need next year!" About 39 Aldi wine calendars are currently available on ranging in price from $102.50 to $300 (with "buy it now" options from $350 to $600).

In stores, the Happy Farms cheese calendar was stocked on shelf trays in the store’s refrigerated perimeter. Advent calendars for exclusive chocolate Moser-Roth and Mattel’s Hot Wheels and Mega Construx American Girl are also stocked on endcaps at checkout. A window poster touts the calendars. 

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