Majestic Wine to eliminate six-bottle minimum

By Erin Smith

Published: 26 October, 2015

Majestic Wine is implementing a new pricing strategy beginning tomorrow, which includes eliminating the six-bottle minimum that the store has had in place since 2009.

Majestic had trialed eliminating the six-bottle minimum at several locations across the UK through the spring and summer months.

In addition to dropping the six-bottle minimum, a clearer pricing structure for customers was needed as well according to Rowan Gormley, the chief executive of Majestic Wine.

"Our customers were telling us that they wanted simpler, clearer pricing, and an end to the six-bottle minimum," said Gormley.

The change is part of a larger repositioning strategy that Gormley is implementing for the retailer in an effort to bring new and existing visitors back to Majestic.

"This new structure is part of our wider plan to reposition Majestic Wine to become the go-to destination for the best quality wines at the best prices. 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," said Gormley.

Gormley was named chief executive officer of Majestic Wine PLC in April of this year at the same time that Majestic acquired Naked Wines, the online retailer where Gormley was the founder and chief executive officer. He replaced Steve Lewis, who had been CEO of Majestic for six years, but was forced to step down in February 2015 following a tough trading period. Majestic had struggled at the time due increased competition from discounters Aldi and Lidl.

Majestic Wine has always had a minium purchase requirement since it opened it doors in 1980. At the time it required a 12-bottle minimum purchase which was lowered to six in 2009.

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