retail news in context, analysis with attitude

Esquire reports that German discounter Aldi has won an award for heaving the best whiskey in the world: “At the Spirits Business Scotch Whisky Masters, judges bestowed two gold medals on the Aldi brand - one for its Highland Black Scotch Whisky, and another for its Islay Single Malt Scotch Whisky. (They share the gold with other entrants.) The Highland Black has hints of heather, strawberry leaf, and lemon oil, and retails for $17. The Islay Single Malt is ‘fresh and zesty,’ and retails for $23.”

At the same time, Food & Wine reports that the New York International Beer Competition “recently named Lidl the 2018 Beer Supermarket of the Year.
On top of that, Lidl competed against 600 submissions to the event, and won a whopping eleven medals for its beers at the competition: The chain’s Belgian Style Tripel, Bronzen Schild, won a double gold, while the Perlenbacker German Hefeweizen wheat beer took home gold. Perhaps most impressively, Lidl’s Brewer’s Storehouse No. 3 amber ale, took home the prize for the Amber Ale of the Year. In addition, Lidl took home five silver medals and three bronze medals.”

The story makes the point that Lidl is on a roll, since its “Chianti recently won top honors at the International Wine Challenge - plus it’s under $10.”
KC's View:
I think an Esquire comment says it all - “The moral of the story here is: Never pay good money for anything. Always pay very little money for good things.”