Sell-by-the-dozen retailer Majestic has announced it is reducing its minimum purchase in-store from 12 to 6 bottles.
After initial trials last year in my native north-east – Darlington and Newcastle – it added a few more stores to the trial but the company has been cagey about whether it would be rolled out nationally. And finally, it has happened.
Will it work? Well, isn’t that the whole idea of a trial? With customers trading down, smaller purchases kinder on the wallet won’t do any harm and it’s certainly easier for people to carry six bottles home, allowing people without cars to get a piece of Majestic action. In a press release, Steve Lewis, chief executive of Majestic, said, “Majestic has always been a great place to stock up, but our new minimum purchase now means we are also a great place if you’re just popping in.â€
However its 12-bottle policy will remain when purchasing online.
It has also launched a new in-store initiative – Wine Uncorked. This is a free, two-hour introduction to wine, delivered by its store managers. Wine schools watch out. The tasting session focuses on how to taste wine, winemaking and food and wine matching ideas. The sessions should run in the majority of its 150 stores by the end of October.
