Elbows at the ready: Aldi offers 1973 Napoleon Vintage Brandy worth £107 for bargain price of £29.99

The discount retailer has slashed prices on a range of premium spirits

Discount supermarket Aldi is taking on high-end spirits retailers this Christmas by offering vintage bottles of brandy for a fraction of the recommended retail price.

A bottle of 1973 Napoleon Vintage Brandy would set you back £107 if purchased at an upmarket stockist. But Aldi has slashed over £77 off the list price to offer the same product at the bargain price of £29.99.

This is not the only premium alcoholic beverage the discount retailer has cut the price on this Christmas. Shoppers can also pick up a bottle of 15-Year-Old El Dorado Rum for £36 (discounted from £44), Grand Cru Champagne NV for £22.99 (£20 cheaper than elsewhere), Glen Orrin 30-Year-Old Whiskey for £54.99 (£80 cheaper than upmarket retailers).

In recent years the supermarket has made a concerted push to lure wealthy shoppers away from higher-end chains by developing a reputation for offering quality food and wine at affordable prices. Last week it came top in a blind Christmas pudding taste test by the Good Housekeeping Institute with its £3.89 Connoisseur Christmas pudding, seeing off stiff competition from Harrods and Heston Blumenthal.

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