Majestic lowers prices across whole spirits range

UK retailer Majestic Wine has lowered the price of its entire spirits range in order to “appeal to a new generation of craft spirit drinkers”.

The retailer has also removed its two-tier pricing for spirits. After scrapping a minimum purchase requirement in 2015, Majestic introduced a model that offered customers discounts for buying a mixed half case or more. But last month, Majestic brought its full spirits range under a single, lower price and allowed each bottle to be purchased individually.

The move is the result of a range review by Majestic’s new buying and merchandising director, Robert Cooke, who joined the retailer from Tesco in April.

“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.”

Majestic currently stocks more than 330 spirits across its stores, of which more than 180 are gins and nearly 60% are from small, local producers.

Gin sales hit an all-time-high in the UK last year, with £1.9 billion (US$2.38bn) worth of the spirit sold. The UK is also in the midst of a distilling boom and last year, there were more distillery licences in England than in Scotland.

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