Majestic reveals expansion to ‘Definition’ own label range


The ‘Definition’ series is to be expanded by Majestic Wine this summer, the retailer has revealed, with a number of key new styles and wines developed specially for the label.

Own label expansion

The range was Majestic’s first own-label series, and was initially launched in 2015 with 12 original wines. The new additions to the range will see that reach 29, with lines from Burgundy, Rioja and the Loire recently added. 

Before winter will see some of the most prestigious new additions to the range; including Sauternes, Margaux and Pauillac from non-disclosed winemakers. There will also be a Barolo, Sauternes and Pouilly Fumé launched. 

Majestic was keen to point out that the emphasis on Definition marked a key change in the retailer’s own label strategy, with a focus on quality and provenance instead of a ‘copycat’ approach to product development. It added that a number of the other own label wines within the range, added over recent years, would be removed from stores over the coming months.

“The Definition range has been our most successful and well received range for a number of years” explains Robert Cooke, chief commercial officer at Majestic. “For me, that’s because there is an emphasis on quality and creating an accessible, but prestigious, style of wine for each bottle. We set ourselves very high standards to hit. The result is that they’re some of our most awarded wines, and have great customer ratings. It shows that when own label is done well, it can be really powerful. But that quality and provenance has to be there too and we’ve ensured we work with incredible suppliers who are making styles and wines our customers will absolutely love”

One of the key new additions to the range is a Definition White Rioja, made as a special blend for Majestic by Bodegas Muga. This is the first time the family winery has made an own label product in the UK throughout its 90 year history. Spanish Buyer Joe Aylmer explains why creating this style was so important.

“The joy of the Definition range is working with that iconic class of producer. Take a style like White Rioja. Arguably, for the average consumer, it’s not quite in the ‘must have’ category when you’re talking about the top six or so global wine styles. But by working with an incredible producer like Muga, you can create a style and a wine which customers will have the confidence to try, because they know all about our Definition range and the award-winning reputation and quality it has. It’s very special for me as a buyer and I hope that customers will appreciate the blend we have created too!”