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Majestic launches 'Wine Fitting' service

Companies keep saying they want to be the Netflix or Spotify of their particular sector – and now Majestic Wine has used these two companies as inspiration behind a new service.

Targeted at what the drinks retailer says are the 88% of UK consumers who confess to not knowing their way around a wine list, Majestic will offer visitors to its 180 UK stores ‘blind’ tasting tests so they can build their own wine profile.

Managing director, Joshua Lincoln, called the service “tasting for the streaming generation”, with the process centred on stylistic qualities of wine rather than grapes or regions. Customers get to taste wine from eight different bottles, and based on their feedback they will be sent their own personalised ‘wine profile’ highlighting their likes and dislikes.

A free bottle of wine will be given away to every current Majestic customer, upon completion of a ‘wine fitting’, as the retailer looks to ramp up its marketing and garner consumer interest following its divergence from Naked Wines earlier this year. In August, Majestic was sold to US investment group Fortress in a £95 million deal that left ex-sister company Naked Wines as a listed entity on the London Stock Exchange.

Majestic's new wine tasting process is centred on stylistic qualities of wine rather than grapes or regions.
Majestic's new wine tasting process is centred on stylistic qualities of wine rather than grapes or regions.

As part of the company's goal to help consumers better understand wine, Majestic’s in-store merchandising will ensure drinks are navigable by ‘wine colours’ – each one indicating the flavour profile of a wine. For example, pink for light, fruity reds, and blue for aromatic whites. 

“In the fast moving, experience-based new world of retail, customers are desperate to get their head around wine, and do it quickly,” noted Lincoln.

“We hope to introduce them to new styles, grapes and regions so they can begin to explore the brilliant bottles that are out there. It’s just like how the likes of Spotify or Netflix can help you pick new music or films that match your interests, but you may not have previously heard of or considered.”

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