Aldi Limits Purchase of Viral Rosé Wine in UK

Aldi will implement a purchase limit on its Le Grand Poulet Rosé Magnum wine in United Kingdom stores beginning August 27. Customers will be restricted to three bottles each during a promotional period running through September 2, when the 1.5-litre bottles will be priced at £9.99.

The retailer is imposing the three-limit rule to prevent early shoppers from clearing shelves and to curb the potential reselling of the viral product. The wine is a light and dry pale peach-pink rosé, also available in a standard 75cl version called Le Petit Poulet Rosé for £6.29.

This promotion coincides with a scheduled shift in the supermarket's middle aisle offerings, which will transition to Baby and Toddler products starting August 27.