Majestic, the UK’s largest specialist wine retailer, has toasted a sparkling Christmas trading performance as it grew sales in a fiercely competitive alcohol market.
Majestic reported a 1.9% increase in total sales during the six weeks to 30th December, beating its previous record for Christmas sales set in 2023. The retailer’s performance was boosted by the opening of seven new stores during 2024 and the strong growth of its rapidly growing specialist on-trade supply arm, Majestic Commercial. Majestic’s shops served more than 70,000 new customers for the first time during the period, helping it achieve its largest ever market share, while its on-trade teams supplied almost 800 new gastropubs, bars, restaurants and hospitality venues compared to last Christmas.
As shoppers again left it late to purchase their festive wines, beers and spirits, Majestic registered the biggest trading day in its history on Monday 23rd December, toppling the record it set last year, and built on that success by delivering its busiest-ever Christmas Eve. Majestic’s unique and differentiated proposition – combining award-winning, quality wines, free in-store wine tastings and highly-qualified store colleagues – drove footfall to its shops as wine lovers looked to discover something special to enjoy during the holiday season.
Majestic’s reputation for quality came to the fore as Fine Wine sales rose 4% during the period – building on last year’s 13% increase – with shoppers keen to trade up and treat their family and friends. Sales in the key Christmas categories of Champagne and Sparkling climbed 4.7% and 5.3% respectively, while Fortified wines were up 15%. Customers also benefitted from the breadth of the Majestic range, discovering unique and exciting wines from off-the-beaten track regions to open during their celebrations. Sales of Greek wines jumped 28%, Georgian wines grew 83% and the popularity of Lebanese wines trebled during the trading period.
The Christmas performance caps off another year of strategic progress for Majestic, five years on from its separation from Naked Wines plc and acquisition by Fortress Investment Group. During 2024, Majestic invested further in opening seven new stores – including its first-ever store in Jersey – refurbishing its existing estate, introducing more fully electric delivery vehicles, and recruiting and developing its people – helping more than 400 colleagues secure Wine and Spirit Education Trust (WSET) qualifications. Majestic also completed the acquisition of Vagabond Wines in April, bringing nine wine bars, 170 colleagues and hundreds of thousands of younger consumers into the Majestic family.
Majestic CEO John Colley said: “Majestic colleagues across all areas of our business pulled out all the stops to deliver another cracking Christmas for our customers. I am incredibly proud of what we have achieved in such a tough market, and I cannot thank our teams enough for their hard work and passion for what we do. It’s clear that, even when consumers’ budgets are tight, our market-leading product range, expert advice and differentiated service is a winning proposition – particularly at important times of year like Christmas.
“We are heading into what will be another challenging year for retail and hospitality businesses, with increases in the National Minimum Wage, Employer National Insurance Contributions and Alcohol Excise Duty all representing unhelpful headwinds. That said, we have plans in place to mitigate some of these and, with the strong backing of Fortress Investment Group, will continue to invest in growing our on-trade division and opening new Majestic stores – including exciting launches in Christchurch, Wimborne Minster and Rickmansworth.
“Whatever the next 12 months brings, our focus will remain on doing what Majestic does best – offering quality, unique products at the best possible prices, and helping even more customers discover new wines, beers and spirits they will love.”
