Aldi's bundle wine sale has proved to be a hit among consumers

Aldi, the German supermarket giant, is doubling down on its ultra-low-price wine strategy in China. Following last year’s launch of its “996” wine — six bottles for just 99 yuan (US$3.81), using bulk-imported Chilean wine bottled domestically — the retailer has now introduced a similar offering: a South African Moscato dry white at the same price point.

This bulk-imported, China-bottled model is gaining traction fast. Chinese instant retail platforms like Pupu Mall and Waima Alcohol Delivery have rolled out their own versions, signalling broader adoption of this high-volume, low-margin strategy.

Like Aldi’s original Chilean Cabernet Sauvignon, the new South African Moscato is packaged in minimalist labels aligned with Aldi’s branding and sealed with screw caps. Each case contains six bottles.

On Aldi’s online store, the wine is clearly labelled as “South African wine liquid” with a listed origin of Yantai, Shandong — a transparent indication that it’s imported in bulk and bottled locally.

The model, which sparked significant attention when first introduced, has also proven a hit with consumers. Aldi’s red and white 996 wines consistently top repurchase rankings across several of its stores.

Now, the trend is spreading rapidly across China’s booming instant retail sector. Pupu Mall recently launched its own “996” label — the “Wish Song Shiraz” from South Australia — marketed as a high-value table wine. The product description highlights its origin in one of Australia’s major wine regions, its bulk-imported nature, and its value proposition.

The Shiraz has received over a thousand consumer reviews on the Pupu app. While most praise its affordability and easy drinkability — with comments like “delicious,” “cheap,” and “have bought multiple times” — a few note its limitations, saying “you get what you pay for.”

In addition to the six-bottle bundle, Pupu offers a single-bottle version priced at 16.9 yuan(US$2.35) — just 0.4 yuan more per bottle than the bulk pack. The wine currently sits at the top of Pupu’s wine sales chart, outselling other high-value favourites like Spain’s Little Red Riding Hood and Chile’s Casillero del Diablo.

A similar move is underway at Meituan’s alcohol-focused instant retail platform Waima Alcohol Delivery, which recently launched two 996 wines — a Shiraz and a Chardonnay, both made from South Australian wine. The Shiraz ranks among the top three most repurchased red wines on the platform.

From Controversy to Consumer Confidence

The practice of importing bulk wine and bottling it locally is not new in China. It was once associated with counterfeit or “copycat” wines mimicking major brands, leading to a negative reputation. But retailers like Aldi, Pupu Mall, and Waima are taking a different approach — openly disclosing the production process and building consumer trust.

Zhang Haixiao, co-founder of VinMaison — Aldi’s wine supplier — confirmed the model’s strong performance. “We’ve been doing Aldi’s 99-yuan-for-6-bottles program for about ten months now, and we’ve already received reorders. If sales weren’t strong, the product would’ve been cut long ago,” he said.

VinMaison’s parent company, Gaosheng Winery in Yantai, is a leading bulk wine supplier and bottler in China. As for why other platforms are copying the format, Zhang was candid: “If one product category sells well, it’s only natural to be imitated. Most buyers don’t want to be the first to take the risk — but once a competitor does it successfully, following along is the safer bet.”

He added that Aldi’s current footprint is largely limited to Shanghai and neighbouring areas, but its model holds strong potential for nationwide replication.

Tapping into Mass-Market Psychology

Zhang believes the success of the 996 format lies in its alignment with mainstream Chinese consumer psychology. While sub-100 yuan wines have existed before, they were rarely embraced by major retailers, largely due to the stigma attached to knockoff products and weak brand credibility.

“In contrast, Aldi, Pupu Mall, and Waima have used their brand equity to overcome the trust barrier. Aldi, in particular, already had a viral hit with its 9.9-yuan baijiu, so its low-price strategy is already familiar to many consumers,” he explained.

“More importantly, the 996 audience isn’t your typical wine consumer. For them, there’s no fixed idea of what wine ‘should’ cost — whether it’s 99 yuan a bottle or 99 yuan a case. As long as there’s trust, affordability and convenience naturally drive conversions.”

By contrast, he added, wine enthusiasts seen on social media — who chase vintages and terroirs — are a vocal but small minority.

“They’re like car or audio fanatics. They speak loudly but represent a tiny fraction of the market. If we mistake them for China’s mainstream wine consumers, we’re making a serious miscalculation,” Zhang said.