Majestic Wine drops six bottle minimum buy to lure supermarket shoppers
High-end alcohol retailer Majestic Wine is ditching its six bottle purchase limit in a bid to attract supermarket customers with a clearer pricing system.
The brand, which has over 200 stores in the UK, has u-turned on its six bottle minimal order pricing scheme, with new chief executive Ryan Gormley looking to alter how the brand is perceived by the public.
To do this, he stripped back the restrictive rule which was increasingly out-pricing or inconveniencing shoppers looking to pick up a single bottle for dinner. Having run single-unit sales across a number of stores without the bottle restriction, the brand is rolling out the changes across its entire operation.
Gormley said: “Our customers were telling us that they wanted simpler, clearer pricing, and an end to the six-bottle minimum.
“There are now no barriers to shopping at Majestic, the pricing structure is very straightforward and I’m sure our customers will see this as a great move.”
Gormely took the reins of the company in April, charged with upping Majestic Wine’s appeal amid competition from supermarkets.
Majestic Wine, founded in 1980, sold bottles by the case until 2009 where it halved minimum orders to six.