Majestic Wine, the UK’s largest wine specialist, has this week lowered the price of its entire spirit range and removed the two tier pricing on the category. In doing so, the retailer hopes to appeal to a new generation of craft, and particularly local, spirit drinkers who are being supplied by a 620% increase in UK distilleries (since 2010).
The move is the first stage in a review of range and trading by the retailer’s newly appointed buying and merchandising director, Robert Cooke.
After scrapping a minimum purchase requirement in 2015, Majestic introduced a ‘Mix Six’ model where customers would access discounts for buying a mixed half case or more. From June 25th, however, Majestic’s spirits range will now be under a single, lower price and can be bought individually.
Majestic currently stocks over 330 spirits across its store network, of which almost 60% are from small, local producers – often stocked in just one or two branches. Their range, like that of many other retailers, has exploded in recent years – and now boasts over 180 gins alone from distilleries as far apart as Cornwall (Tarquin’s) and Inverness (Badachro).
Cooke, who joined Majestic from Tesco in April, believes the move will help cement Majestic as a go-to for craft spirits and events.
“Majestic rode the craft spirit movement at its infancy, helping to pair-up thousands of customers with some really authentic, exceptional products” explains Cooke.
“Our store teams do an amazing job of introducing their customers to a huge variety of local and international gins, vodkas, rums, whiskies and more – but having to buy a further five bottles to receive a discount is often a disincentive. This move fixes that issue, and makes Majestic’s spirits shelves truly open to all”