ALDI SECRET CELLAR BRINGS $70 SHIRAZ TO SHELVES FOR JUST $14.99

ALDI Secret Cellar turns wine shopping into a lucky dip

Wine shoppers have a new reason to take a chance on a mystery bottle, with ALDI launching ALDI Secret Cellar, a new programme promising premium wines at dramatically reduced prices.

The first Secret Cellar release hits ALDI stores today, August 26, featuring a Pirramimma Trademark Limited Edition Shiraz from McLaren Vale. The wine has an RRP of $70 but will sell for just $14.99, representing a 79 per cent saving.

The catch? Shoppers won't know exactly which wine is being released until it arrives in stores.

ALDI says each Secret Cellar drop will feature an ultra-premium wine secured through its relationships with producers and offered at a significantly lower price than its usual retail value.

ALDI Secret Cellar turns wine shopping into a lucky dip

The new programme is designed to appeal to shoppers who enjoy discovering a good bottle but don't necessarily want to spend $50, $60 or $70 to find one.

Rather than announcing each wine ahead of time, ALDI will keep the bottle's identity under wraps until it reaches stores, adding an element of mystery to the bargain.

The first release is the Pirramimma Trademark Limited Edition Shiraz, a McLaren Vale wine with a $70 RRP being offered for $14.99.

Stock is limited and available only while supplies last, so anyone keen to try the inaugural bottle will need to get in early.

An ALDI spokesperson said the idea was about making premium wine feel more accessible.

"Secret Cellar gives shoppers the opportunity to experience exceptional wines at a fraction of the usual price," the spokesperson said.

The next Secret Cellar releases are planned for October and December, with shoppers advised to check the ALDI catalogue for the release dates.

The Secret Cellar isn't the only wine bargain

The Secret Cellar launch comes as ALDI celebrates another win for its wine range, with its Freya and Jules Riesling picking up Gold at the 2026 Sydney Royal Wine Show.

The Riesling scored 95 out of 100 in the White Wine Riesling category, competing against wines from producers across Australia.

Despite the award, the bottle remains firmly in bargain territory, selling for $9.99.

That is the part of ALDI's wine proposition that will likely appeal most to shoppers: an award-winning bottle that doesn't require a special occasion or a large budget.

An ALDI spokesperson said receiving Gold at the Sydney Royal Wine Show was particularly significant given the wine's everyday price.

"To receive Gold at the Sydney Royal Wine Show is an exceptional achievement, particularly for a wine that is available every day for just $9.99," the spokesperson said.

Continues the supermarket's value push

The new programme is another attempt by ALDI to differentiate its liquor offering by emphasising quality as well as price.

While the supermarket is well known for its low-cost grocery model, its wine range has increasingly attracted attention from shoppers looking for bottles that offer more than simply a cheap price tag.

Secret Cellar takes that approach a step further by deliberately focusing on wines positioned at the premium end of the market.

"We're always looking for new ways to make premium products more accessible to Australians," the ALDI spokesperson said.

"Secret Cellar is built around something we know our customers love: discovering exceptional quality at an unbeatable price."

For wine drinkers, the mystery element could be part of the appeal. Rather than browsing dozens of bottles and trying to work out whether a $70 wine is actually worth $70, shoppers can simply take a punt on a bottle being offered at a fraction of its stated RRP.

Of course, the usual rules of bargain hunting apply. The first Secret Cellar release is limited, and once the stock is gone, it is gone.

For anyone willing to take the gamble, however, a $70 bottle of McLaren Vale Shiraz for $14.99 is a fairly tempting place to start.