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Majestic expands new own label range and revamps fine wine

UK specialist retailer Majestic has expanded its own label ‘Chosen by Majestic’ range, which was introduced in June as a tier below its established ‘Definition’ range, as it refreshes the range and bolstering its fine wine options. 

Majestic opened it’s first smaller format store in Harpenden earlier this year

The ‘Chosen By’ range, which initially featured 11 wines from Europe, has been expanded with the addition of “winter warmer style” richer whites and savoury reds the retailer said, comprising five reds and three whites. Additions include a Chardonnay, Corbières from Maison Jeanjean, a Viognier, Zinfandel, a fruit-forward Chianti from Piccini, and a Côtes du Rhône. A Malbec from Mendoza, by Grupo Peñaflor is also being added to the range, landing before Christmas.

The range, which at sub-£10 sits below the retailer’s Definition range, was introduced to include customers’ favourite wine styles, regions and varieties and provide a more “affordable option”. It includes Majestic’s first own label Greek white wine, a blend of Malagousia, Roditis and Assyrtiko from the Kintonis family, and an Austrian Gruner Veltliner made by Winzer Krems, along with the existing Muscadet, Vinho Verde, Picpoul de Pinet, Rioja Crianza, Valpolicella Superiore and Beaujolais Village, a fizz and rosé.

“We have a range of customers who love classic wines (Bordeaux, Corbières , Côtes du Rhône, and Chianti) as well as those who like bold new styles (Zinfandel and Malbec), so there is something for everyone in the range,” a spokesman from Majestic said. “All wines have been benchmarked extensively against the market, and our buyers were heavily involved in tasting and blending to ensure quality and value for money for our customers.”

Chief operating officer Rob Cooke told db the introduction and expansion of the ‘Chosen by Majestic’ range was the “single piece of own brand work we’ve done this year” (comprising 19 wines in total) with the overall wine portfolio “very much in the evolution phase” following the overhaul of the portfolio two years ago.

The Autumn sees around 68 wines added in total, including 10 sparkling, 21 white and 20 red, in addition to the new ‘Chosen By Majestic’ and seven fine wines.

Fine Wine offer

The retailer has also boosted its fine wine offer of wines priced between £25 to over £100, to expand beyond the more predictable classic areas and offer a broader range that reflects how the wine trade has evolved in the last 10-20 years, with wines that “stack up in terms of quality”.

“There are just so many good wines produced, and virtually every wine producing region now has got something really special there and we want to reflect that in our range,” another spokesman said.  “I think Majestic has a role to play in actually saying they’re all great wines from lots of different places now.”

The additions includes wines from South Africa, (Klein Constantia Metis Sauvignon Blanc and Kanonkop Estate Pinotage Late release 2013 – both single bottle: £49.99); Italy (Cantina Girlan Flora Pinot Noir Riserva, single bottle: £29,99); and Portugal (Invincible Numero Dois Branco and Invincible Numero Dois Tinto 2020 both single bottle £24.99). The fine wine range also contains wines from Spain, (Cillar de Silos Torresilo, single bottle: £39.99) and Chile (Vika Milla Calla 202 from Cachapoal Valley, single bottle: £38.99).

There are also some more classic and mature fine wines, including a Brio de Cantenac Margaux 2015 (single bottle: £44.99) along with new additions: Chateau de Laborde Gevrey-Chambertin Vieilles Vignes 2019 (single bottle: £61.99); Doudet-Naudin Cote d’Or Chardonnay (single bottle £25.99); and Domaine de Thalabert Crozes Hermitage 2015 (single bottle £34.99).

The move is understood to be part of a more strategic approach to mature wines, to cater for customers who have £30-50 to spend on a bottle of mature  Bordeaux, and offer the best offers at that price range.

It said it was looking to offer consumers wines that are great value, even though they’re at higher price points, which are good to drink now.

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