Majestic Loves marks first foray into entry level own-range for Majestic

Jo Gilbert

For the first time in it’s 30-year history, Majestic Wine has launched an own-label range aimed squarely at the entry-level market.

Going after a slice of the entry level pie, the new Majestic Loves range is positioned at the top end of the £6 segment, which currently accounts for 80% of all off-trade wine sales in the UK (Nielsen and the Wilson Drinks Report).

Each of the five bottles in the range are being launched with an RRP of £5.99, with a further five bottles due to be rolled out by June.

Before the launch, Majestic tested its new range to the UK public in a blind tasting to see how the range compares to supermarket equivalents in the same price bracket.

According to Majestic and the 1,000 wine reviews collected, consumers seemed to like their balance of quality and price, with over 65% preferred the Majestic £5.99 wine to the major supermarkets’ below £6 ranges.

Majestic’s managing director John Colley said: “We set out to create the best possible range at this price point and we’ve created something completely unique. Our buyers tasted over 500 samples to create something special that won’t blow your budget, and it’s fantastic to see so many people agree.”

The Majestic Loves range will be launched in Majestic’s 210 branches nationwide this month with a series of labels created by French artist Jean Jullien.

The range includes a Romanian Pinot Grigio and Montepulciano among others.

 

 

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