Majestic relaunches Definition range

UK retailer Majestic has relaunched its Definition by Majestic own label range, repositioning it in the £10-£25 segment, in order to differentiate it from the Chosen by Majestic entry-level range. 

The relaunched own label brand, which was introduced in 2015, incorporates new labels with both Majestic and also the producer’s name on the front, in order to champions the wineries the retailer works with.

“We work with some very good producers, so we want to talk about them,” a spokesperson said. It was thought that the range had straddled to large a price point, from £6-24, particularly given the introduction of the sub-£10 Chosen by Majestic range, and it has been pared back.

The new Definition by Majestic range concentrates on the classics and comprises 23 wines, although this will be extended over the next few months to a total of 35, db understands. At this week’s press tasting, Majestic told db that the team had done extensive benchmarking in order to provide wines with the best typicity of their region, working with producers to improve the liquid where they felt it was necessary, or re-source a wine if this was not possible.

The range includes a Stellenbosch Cabernet Sauvignon from producer Kanonkop (single bottle: £17.99); a Vina Majestica Rioja Reserva made  in collaboration with Majestic’s long-time partner, La Rioja Alta; an English sparkling wine from Heppington Vineyards in Kent (single bottle: £29.99); a Chablis from Domaine L. Chatelain (single bottle: £19.99), a Pouilly-Fume from Domaine Figeat Andre (single bottle: £17.99);  a Saint-Emilion Grand Cru (single bottle: £22.99) from SCEA Bouquey-Rivallon, a Margaux from Ulysse Cazabonne (single bottle: £27.99, mix six: £24.99) and a
Definition by Majestic Pauillac from the same producer (single bottle: £27.99).

It has also added a new Côtes de Provence Organic Rosé in collaboration with Peyrassol (single bottle: £14.99) which it says is a step up from the previous Definition Provence Rosé, coming from the  Cotes de Provence appellation. The wine is Ecocert organic-certified and no foil is used on the closure. The blend comprises 40% Grenache, 35% Cinsault, 20% Syrah and 5% Vermentino..

As well as the new Definition rosé,  Majestic has introduced a selection of new rosés for summer –  even though Majestic has seen a “marked increase” in interest in rose all year round. These include a Greek rose, Agapi by Kintonis Winery (single bottle: £12.99), Famille Perrin Le Triangle D’or rose from the Luberon (single bottle: £11.99) and an organic rose from the Camargue, Domaine Le Pive Sable de Camarge (single bottle: £14.99).