Majestic, the UK’s largest specialist wine retailer, has unveiled a major refresh of its Italian range as it sets out its ambition to become the leading high-street destination for one of the world’s most exciting wine nations.
Half of Majestic’s 127 Italian wines are new additions, with a host of exclusive regional varietals and premium producers landing in stores and online to help customers discover new wines from across the region during the Golden Quarter.
The retailer’s award-winning buying team tasted more than 500 Italian wines during the extensive review, benchmarking its entire Italian proposition against potential new products. Majestic’s overall Italian range has been streamlined in size by 14%, stripping out duplication and creating a clearer ‘good, better, best’ journey to help customers trade up. The new-look selection spans accessible customer favourites in the sub-£10 price category, lesser-known regional wines and new Italian fine wines priced up to £400.
Leveraging the capabilities across the Majestic Wine Group, Majestic worked closely with premium wine and spirits distributor Enotria, combining the buying expertise, customer data and producer relationships of both businesses to curate the best possible Italian selection for Majestic customers.
Around one third of Majestic’s rejuvenated Italian range now comes via Enotria’s world-class portfolio of producers, including relationships with leading Italian wineries Planeta, Frescobaldi and Sartori. Among the highlights of the revitalised range is a new collection from Planeta, created exclusively for Majestic. The wines will offer customers an accessible introduction to the renowned Sicilian producer before moving into its premium wines, including Cometa and Planeta Chardonnay.
Majestic is also introducing QuattroMani – a new multi vintage Pinot Noir created through a collaboration between Veneto producer Pasqua and celebrated Washington State winemaker Charles Smith – and rolling out Fontanafredda Alta Langa, a traditional method sparkling wine from Piedmont, which represents a first for a national UK retailer.
The retailer’s revamped Italian range retains established customer favourites across Pinot Grigio, Gavi, Chianti and Amarone, alongside a new premium Pinot Grigio from Alto Adige, Vermentino from Sardinia and an Etna Rosso priced below £20.
Majestic Senior Buyer Phil Edwards, who spearheaded the range review, said: “Italy has always delivered fantastic quality and value, but there is so much more to the country than the familiar names customers already know. In Italy, the regions are the brands. Customers recognise names such as Gavi, Barolo, Chianti and Amarone, but there is an incredible world beyond them. Our ambition is for Majestic to become the undisputed Italian wine specialist on the UK high street, combining those popular brands and products we know our customers love, with lesser-known, high-quality regions, producers and styles for them to explore.”
Majestic Retail Managing Director Elizabeth Newman added: “I’m really excited about the new Italian wines we’re launching at Majestic. The range we’ve curated demonstrates the benefits we can bring to our customers as part of the Majestic Wine Group, combining Majestic’s customer knowledge with the expertise of our buyers and the exceptional producer relationships Enotria has built up over decades in its Italian heartland.
“Our revamped range is more focused, unique and innovative, with more exclusive wines, more regions to discover and clearer opportunities for customers to explore Italian wine at every price point. This is a great example of Majestic at its best: sourcing brilliant wines, telling the stories behind them and introducing customers to wines they cannot find everywhere else.”
