Majestic launches first Definition English still wine for English Wine Week 2022

Majestic, the UK’s largest specialist wine retailer, are celebrating English Wine Week 2022 with the launch of a new Definition Bacchus – the first still English wine to join the company’s own label range.

Homegrown wines continue to go from strength to strength at Majestic, with sales up 56% already this year and the trend likely to continue into the summer. It’s estimated that in 2021 alone, 1.4m vines were planted in the UK (according to WineGB) – suggesting the future for the category looks stronger than ever.

Majestic’s Definition range, which was started in 2018 and now has over 30 lines, seeks to showcase “the world’s great wine styles”. The fact that an English still wine (alongside two sparkling launched in 2021) now sits on Majestic’s shelves is something that Chief Commercial Officer, Rob Cooke, believes shows just how far the category has come along.

“The original aim of Definition was to create a go-to definitive category for internationally renowned styles – such as Chablis, Sancerre or Rioja” explains Cooke. “The fact that we now have three English Wines, including our new Bacchus, under the Definition umbrella illustrates that this country is now making wines that the world is sitting up and noticing. We’re really excited to see where the category can go from here – and at Majestic we’ll continue to champion our local producers and wineries along the way.”

Whilst English Sparkling continues to lead sales, interest in still wines is gathering pace – and Majestic has launched a still red, rosé and further whites to their overall range in the last year as quality has increased.

“We know from customer feedback, and the conversations our colleagues are having on the shop floor, that there’s really something happening here” adds Cooke “Whilst the quality of fizz is now undeniable – it’s so encouraging to see the strides being made in still wines too.”

Definition Bacchus is available from Majestic this June, and is made for the retailer by Henners in East Sussex. It’s priced at £10.99 Mix Six, £14.99 per bottle.