As Lidl U.S. introduces itself to shoppers in the New York metro area, it is coming with new testimony behind its private-label beers.
The Arlington, Va.-based discounter gathered 11 medals at the recent New York International Beer Competition, including gold medals for its Trailgazer session ale and its Van Danken international lager. Lidl’s Perlenbacher brand was also named Germany Pilsner Brewery of the Year in the festival, which took place last month.
The competition was judged by trade buyers who examined dozens of entries in more than 30 categories, including retail price points. A gold medal reflects beers the judges “loved” and is one step below the highest “double gold” award. Lidl entries also scored silver (“like it”) recognition for four of its entries and bronze (“would purchase it”) for five entries.
“We are thrilled to have been recognized again by New York International Beer Competition for our beer assortment,” said Stefan Schwarz, EVP of purchasing for Lidl U.S. “Lidl is focused on providing high-quality domestic and international beer offerings at unbelievably low prices, and we are honored to see our assortment recognized again by wins as the top performing grocer in the New York International Beer Competition.”
Lidl, a division of Germany’s Schwarz Group, operates 130 U.S. stores and has been expanding in the New York metro area though new stores and acquired Best Market units on Long Island. It is now at work on converting the final Best Market sites in Queens and Manhattan boroughs of New York.
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