Lidl devotees, ever dreamed of cracking open an ice cold Excelsior Lager mid-shop? We have exciting news.
The German supermarket chain recently won a legal battle giving it permission to open its first ever in-store taproom. Customers of the Dundonald branch in Northern Ireland will be the first to experience the novelty of a post- (or pre-, or mid-) shop pint.
While Lidl is yet to announce an opening date for its new pub/bar/taproom, Dundonald patrons can look forward to a 45-seat public bar as well as an off-licence in their local store. The new bar will serve the ‘draft and bottle beer, wine, cider and spirits’ usually stocked on Lidl shelves, great for the die-hard Bitterol Spritz fans among us.
Although planning permission for the ‘pub’ was awarded back in 2020, Lidl has since had to prove that there was an inadequate number of other vendors (a.k.a not enough pubs) nearby, in line with Northern Irish licensing laws. The appeal against Lidl’s Peggy Mitchell-esque ambitions was brought by local off-license chain Philip Russel Ltd but overturned by the High Court on January 27.
In light of the ruling, Lidl’s proposed £410,000 investment in its Dundonald store is back underway. However, it remains to be seen whether an in-store pub is marketing genius (would you be able to skip the middle-aisle four pints deep?) or a little, erm, strange.
Lidl has never been one to shy away from the unconventional. Last year the budget supermarket chain launched a London pop-up selling their viral croissant handbag and opened three new stores in a single day. And, despite M&S's recent encroachment on its market-leading growth, it appears the sky remains the limit for Lidl's ambitious marketing team.
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