Aldi Nord launches second Retro Week featuring River Eistee

Aldi Nord is launching its second ‘Retro-Woche’ (Retro Week) across approximately 2,200 German branches starting September 28. The event focuses on bringing back legacy brands, most notably River Eistee in peach and lemon flavors, sold in 1.5-liter Tetra Paks for 0.89 euros.

The initiative follows a highly successful first campaign in July, which saw significant consumer demand and a surge in secondary market prices. After the initial stock sold out, some units were listed on resale platforms for as much as 650 euros. To prevent shortages this time, Aldi Nord has reportedly increased the quantity of goods available.

In addition to River Eistee, the retro lineup includes Karlsquell Edel-Pils and River Cola. Marketing experts note that the trend leverages nostalgia, turning former ‘pariah brands’ into cult products by tapping into consumers' childhood memories and a sense of the past.