Majestic, the UK’s largest specialist wine retailer, has relaunched its ‘Definition’ wines today under the new name ‘Definition by Majestic’ as it aims to re-establish the best quality own-label range in the market.
‘Definition’ was launched in 2015 as Majestic’s first own-label brand, designed to demystify wine and encourage customers to try new grape varieties. The range ‘Definition by Majestic’ will sit above the great-value ‘Chosen by Majestic’ own-label range launched in June 2023, which was designed to offer quality wines at everyday low prices.
Majestic’s buying team, who were recently crowned winners of the 2023 IWC Buying Team of the Year, reviewed the existing Definition range, conducting an extensive blind benchmarking exercise. Any Definition wines that weren’t deemed ‘best-in-class’ in the blind-tasting were re- sourced or re-blended. Following this exercise some products that still did not win out in the blind taste test were removed from the range, ensuring the wines are of the highest possible quality and deliver incredible value for money for our customers. The team worked with some of the best producers in the world to make this range possible, including La Rioja Alta and Kanonkop Wine Estates.
The new premium labels will include more detailed information on which producers Majestic has collaborated with and what the grape variety is, making the range easier for customers to shop. The new collection makes wines from around the world more accessible to consumers, helping Majestic to deliver on its mission to help customers discover wines, beers and spirits that they will love.
Twenty-three new ‘Definition by Majestic’ wines will launch today and during May, with a further 12 landing in stores throughout the remainder of the year, taking the total range to 35 wines. The range comprises an assortment of both New and Old World wines. 90% of the wines are currently vegan-friendly, and the buying team are working with producers to ensure all wines will be vegan by 2026.
Highlights of the range include the Definition by Majestic Stellenbosch Cabernet Sauvignon, Definition Rioja Reserva and Definition by Majestic Côtes de Provence Organic Rosé. Definition by Majestic Stellenbosch Cabernet Sauvignon is made by world-renowned winery and Stellenbosch masters, Kanonkop. Kanonkop uses premium, smaller batch winemaking techniques for this wine, such as fermentation taking place in open top concrete fermenters at 28 degrees and then matured for 12 months in old 225L French oak barrels. The Definition Rioja Reserva is made by one of the best Rioja producers in the world, La Rioja Alta, with whom Majestic have been long-term partners.
The updated ‘Definition by Majestic Côtes de Provence Organic Rosé’ is now from the Cotes de Provence appellation, a step above the previous Definition Provence Rosé. The wine is made in collaboration with Peyrassol, an exclusive top-partner for Majestic, which puts sustainability at the forefront of its winemaking. The wine is Ecocert organic-certified and there is no foil used on the closure. The blend comprises 40% Grenache, 35% Cinsault, 20% Syrah and 5% Vermentino and was created by rosé buyer, Matt Fowkes, and Peyrassol winemaker Fabien Burani.
