Lidl has launched the ‘King of Wines’, its private-label Barolo DOCG Riserva 2012 in the US market for a limited time period.

The company noted that its Barolo wine has been produced using Nebbiolo grape variety, which is pale in colour and high in tannin and alcohol.

Barolo grape variety is grown in a well-known winemaking region of Piedmont, Northern Italy. According to the Italian law, Barolo must be aged for five years, making it a very age-worthy wine.

Adam Lapierre, who has tasted more than 12,000 wines to curate the Lidl’s wine range said: “Barolo Riserva regularly fetches prices of $150 or more, so Lidl’s limited-time promotion offers incredible savings.

“I’d recommend stocking up on a few bottles and opening one every six months to get a true sense of the wine’s evolution.”

Lidl’s new wine collection will be available for $13.99.

In addition to a selection of Italian wines, Lidl will also introduce more than 40 imported Italian delicacies to the stores in the US.

Last January, Lidl unveiled a Facebook Messenger artificial intelligence chatbot which allows customers to find the perfect wine.

The chatbot, called Margot, picks out the key words that the consumer writes to suggest useful pairings for food.

It suggests Lidl products and advices about the types of wines that would go with the food and also responds to words and understands food emoticons.

Additionally, Margot can respond to general queries about Lidl’s range of wines based on region, country, colour, grape or price.