Majestic, the UK’s largest specialist wine retailer, has put its highly qualified store colleagues front and centre of its Christmas advertising campaign, emphasising the importance of expert advice when shopping for your festive wines.
The multichannel brand campaign, Our Store Sommeliers, Your Majestic Christmas, highlights the unrivalled knowledge of Majestic’s retail team, which includes more than 1,000 colleagues across the country educated through the Wine and Spirit Education Trust (WSET).
The first of two new TV adverts, which will air for the first time today on ITV1 at 7.28pm, focuses on how Majestic’s Store Sommeliers can help shoppers discover the right wines to enjoy with their family and friends during the holiday season. It also highlights Majestic’s exclusive Parcel Series range, which offers world-class wines at a fraction of the usual price through the retailer’s global network of collaborative producer partnerships.
The launch of the campaign comes after a Majestic survey revealed the crucial role that expert advice plays when shoppers are purchasing wines to enjoy during the festive season. In a poll of almost 2,000 wine lovers, 82% said that Majestic’s expert store staff regularly influence their in-store purchases, while 58% said they would be actively seeking the advice of store colleagues when selecting their wines this Christmas.
More than a third of shoppers (34%) said that advice from qualified store colleagues or the ability to try wines at Majestic in-store Tasting Counters would have the single biggest influence on their purchases this Christmas. 83% said they expected to spend an average of more than £10 per bottle on their Christmas wines this year, making the advice and recommendations of store colleagues even more important in helping shoppers plan the perfect party, pick the right gift, or pair wines to their Christmas menu.
Each Majestic store has its own Tasting Counter, where colleagues will continue to host free wine tastings seven days a week throughout the Christmas period, helping customers discover new wines like the Parcel Series. The opportunity to try a selection of wines before committing to a purchase, receive tasting notes and get expert advice from Store Sommeliers helps shoppers find the perfect wines for anyone they are entertaining over Christmas and New Year.
With a host of other specialist in-store services available – including free glass hire for Christmas and New Year’s Eve parties, next-day delivery, free click-and-collect in as little as four hours, and a unique ‘No Quibble Guarantee’ allowing customers to return wines they don’t like – Majestic offers a one-stop shop for lovers of wines, beers, spirits, low and no alternatives, snacks and gifts this Christmas.
Majestic Managing Director Elizabeth Newman said: “One of the things we pride ourselves on at Majestic is the unique and unparalleled shopping experience we offer to every single customer that comes through our doors. The passion and knowledge of our colleagues in stores is absolutely at the heart of that, and it felt natural to bring them to the forefront as the heroes of our Christmas campaign.
“It really is like having your own personal Store Sommelier when you visit Majestic. Our ability to connect with customers and help them discover new wines, beers and spirits they will love is something that no-one else can do, and we know how important that is for everyone at key times of year like Christmas. Whoever you are entertaining or whatever your budget, our Store Sommeliers will help you find the perfect bottle.”
