Majestic rolls out bar for own-label range at Lord’s

Majestic Commercial has stepped up its corporate partnership with Lord’s Cricket Ground by launching its first wine bar for its own-label Definition range.

The bar, which is manned by Majestic’s own staff, is serving 14 of the retailer’s own brand wines as well as a selection of fine wine and Champagnes at the spiritual home of cricket during the course of this year’s season – with customers at the bar earning a voucher for a free bottle of the same wine in any Majestic retail store. The move forms part of the wine specialist’s wider partnership with Lord’s, which it has supplied with wine for the hospitality and public bars for five years.

The Definition range was launched in September 2015 to reflect a “quintessential” wine style in the mid £7-14 prices range. It marked the first time the retailer and wholesaler had dipped its toe into the own-brand wine market and last year since surpassed the £7m brand mark. Sales in the last year have grown 96%, according to Majestic, and this summer the range will be extended with four more wines – a Chenin Blanc, Zinfandel, Albarino, and Pinotage – taking the range to 25 in total.

Speaking to db when the range was extended last year, Majestic’s outgoing UK retail boss John Colley said the range had captured customers’ imagination, and been boosted by some key national awards.

An own label spirit brand was added last November, and last month the retailer launched its first entry level range, Majestic Loves, which aims to represent “the best possible wine under £6.” It currently comprises six wines, with a further four to follow over the summer. The retailer also revamped and extended its Parcel series wines, which sits at a higher price point than the Definition range, to provide a range of own-label options.