Majestic Wine's first national ad campaign gets underway

Published: 04 May, 2012

Majestic's first-ever national ad campaign - encompassing TV, print and online media - is kicking off this weekend.

Following a successful trial run in London in November, the chain is advertising in national newspapers, on TV and online for the five weeks in the run-up to the Queen's Diamond Jubilee.

The press advertisement will appear in the national papers from this weekend, including the Guardian and the Times, as well as BBC Good Food, Olive and the Spectator.

It has also just launched a mobile site to streamline its online sales arm. With the growth of internet sales - they now account for 10% of business - chief executive Steve Lewis told Harpers the firm noticed that conversion rates for customers using its sites on mobiles were "very poor" compared to PCs and tablets.

The retailer has just added 60 new wines to its 1,000+ range of wines, including Luca Chardonnay 2010, from Gualtallary, Tupungato in Argentina, which retails at £19.99 or £15.99 for two bottles; and Turkey Flat Butcher's Block Shiraz Grenache Mourvedre at £14.99, or £11.99 when you buy two.

Lewis said the firm's strong online performance would not slow down store openings- it's planning 16 new stores this year. "They are complimentary. Online sales go through our stores, so stores don't see online as competing for business."

The company has 4% of the overall wine market in the UK, but its Bordeaux, Burgundy and Champagne sales account for 10% each of the market, while Argentina is over the 10% mark.

Its 180th store opened in Esher, Surrey, earlier this week.

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