// Majestic Wine lowers prices on hundreds of spirits
// Move is the first stage in the retailer’s range and trading review
// The category’s two tier pricing has also been removed.
Majestic Wine has lowered the price of its entire spirit range and removed the category’s two tier pricing as part of a wider business review.
The alcohol retailer said it hoped to appeal to a new generation of craft spirit drinkers who are being supplied by a 620 per cent increase in UK distilleries since 2010.
The move is the first stage in a review of range and trading by the retailer’s newly-appointed buying and merchandising director, Robert Cooke.
Majestic Wine said it currently stocks over 330 spirits across its store network, of which almost 60 per cent are from small, local producers – often stocked in just one or two of oits stores. The spirit range also now boasts over 180 gins.
Cooke, who joined Majestic Wine from Tesco in April, believes the move will help cement the retailer as a go-to for craft spirits and events.
“Majestic rode the craft spirit movement at its infancy, helping to pair-up thousands of customers with some really authentic, exceptional products,” he said.
“Our store teams do an amazing job of introducing their customers to a huge variety of local and international gins, vodkas, rums, whiskies and more – but having to buy a further five bottles to receive a discount is often a disincentive.
“This move fixes that issue, and makes Majestic’s spirits shelves truly open to all.”
Earlier this year, Majestic Wine unveiled a transformation strategy of the business that included plans to sell off its 200-strong store network for around £100 million to focus on online operations.
The transformation would also see Majestic Wine rebrand to Naked Wines, which is already one of its fascias.
Recently, Waterstones parent company Elliott Advisors was revealed to be one of the bidders for Majestic Wine’s store network.