Majestic, the UK’s largest specialist wine retailer, has launched a dedicated Christmas campaign celebrating the expertise of its store colleagues across the nation.
Championing them as dedicated ‘Store Sommeliers’, Majestic’s campaign seeks to highlight how their experienced and qualified colleagues are on hand to help customers find the perfect wines to drink with their family and friends this Christmas whatever the occasion.
Whether customers are looking for the perfect pairing for the traditional turkey, a show stopping sparkling wine to toast the King’s speech or to have the perfect pour for those all festive gatherings, Majestic’s ‘Store Sommeliers’ will help customers to find the ideal bottle for every moment at the 212 Majestic stores nationwide.
Armed with detailed knowledge of the retailer’s extensive range, these highly-trained experts, all to WSET level 2 and above, are on hand to guide customers with their knowledge of everything from production styles and provenance, to tasting techniques and pairing principles.
Colleagues also host free wine tastings seven days a week from Majestic’s in-store Tasting Counters, offering customers the opportunity to try a selection of wines before they buy, receive tasting notes and get expert advice.
To enhance their expertise, Majestic has partnered with a multi-award winning sommelier, Romain Bourger, who is celebrated for creating incredible wine pairings to complement fine dining within the hospitality trade. Working with Majestic, Mr Bourger is encouraging consumers to plan ahead and pair their wines with their festive feasts, to help make their festive dining experiences unforgettable.
Romain Bourger, named UK Sommelier of the Year 2019, and Majestic partner, says: “I know how much of a difference expert advice can make when it comes to choosing the perfect wine for your meal or occasion.
“We put so much effort into preparing food at Christmas, and with just a little consideration, you can really elevate every meal with a thoughtful pairing that harmonises the palate.
“Majestic’s highly-trained staff can act as your very own ‘store sommeliers’. Their WSET level qualifications and their knowledge of the wide range of wines that Majestic stock means they can help customers discover the story behind every glass.”
Majestic’s dedicated profiling of their colleagues in the brand campaign seeks to further bring to life their ‘story behind every glass’ offering, highlighting the important role that wine plays in bringing family and friends together during the festive season.
The #StoreSommeliers campaign, in partnership with Mr Bourger, will run across multiple channels, including customer emails communications, staff training materials, social media, influencer marketing and PR.
It will also see Majestic host the inaugural ‘Store Sommelier Supper Club’ – an evening of festive wine and food pairings – and is accompanied by Majestic’s #StoryBehindEveryGlass advert, currently running across TV and radio.
John Colley, CEO at Majestic Wine, says: “From Masters of Wine in our buying team, to our store managers educated to at least Level 3 in their Wine and Spirit Education Trust qualifications, Majestic has over 1,000 highly qualified store colleagues at our 212 stores across the nation.
“Every day they use this expertise to guide our customers through the extensive range of wines Majestic has to offer. But this task is more important than ever when it comes to the festive season, as our customers prepare for the gastronomic marathon of Christmas.
“Our friendly wine experts in store can help you find the ideal bottle for every moment – expertise you’re unlikely to get when browsing the shelves of the supermarket aisles.”
With a host of other specialist in-store services available, including free glass hire for Christmas and New Year’s Eve parties; free ‘Shop Local’ click-and-collect in under four hours; and next-day delivery; Majestic offers a one-stop shop for lovers of wines, beers and spirits this Christmas.
