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Majestic unveils fine wine plan

Majestic is using its Lay & Wheeler subsidiary to help the retailer’s customers build a fine wine collection.

The retailer decided to launch the initiative after noticing “an increasing appetite for fine wines among our customers”, according to marketing manager Mark Philpott.

Majestic bought Lay & Wheeler in 2009.

The link with Lay & Wheeler will also open Majestic’s customers up to en primeur offerings.

Speaking to the drinks business, Philpott went on to say: “We knew that there was a growing demand within our customer base for ageing wines and they were going to our competitors, the likes of Berry Brothers and Justerini & Brooks.

“We wanted to make this fine wine section more accessible to the public. While it’s new to Majestic, the fine wine plan is something Lay & Wheeler has been offering for 20 years.”

Majestic plans to draw on the “expertise” of the Lay & Wheeler team to help new customers build a cellar and will also use its Vinothèque facility for storage.

Acknowledging that “not everyone can spend lots of time researching the world of wine to build up the ‘perfect’ cellar,” as Philpott noted, the team at Lay & Wheeler will be focused on finding out the individual’s preferences and helping them build a balanced cellar as a result.

Philpott explained that the Majestic system is very similar to most other fine wine plans but the concept was “boiled down and tweaked” to adapt it to Majestic’s clientele.

The rates are also a little lower but Majestic has reportedly “upped the quality of the case we give away when customers sign up to £100 or more a month,” said Philpott.

The case in question is a six pack of Croix de Beaucaillou 2009. However, contributions for one’s cellar can begin at £50 and it is stressed that there are “absolutely no contracts”, customers can begin and stop with the plan whenever they wish.

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