Subscriber login Close [x]
remember me
You are not logged in.

Majestic Wine to unveil new store concepts to festival goers

Published:  11 June, 2018

Majestic Wine will be showcasing a new store layout at next week’s Taste of London festival, with a view to rolling elements of it out across its 210 store estate.

The wine retailer’s first ever pop up store will feature a ‘palate fitting’ station which it says will allow visitors to sample a wide range of styles in order to ‘calibrate’ their tastes.

The pop up will also feature new look merchandising and a large communal tasting bar. Depending on feedback, the retailer will then look to apply these elements across its estate.

“Majestic has changed a lot in the last few years,” said customer director Natalie Th’ng. “Our stores are moving away from the warehouse-feel, and we think a relaxed festival environment with the emphasis on tasting makes this an ideal fit to showcase our new customer-centric improvements. Plus, who doesn’t love tasting great wines in the sun?”

The initiative formed part of a push to reclaim festivals from craft beer and small batch spirits brands that have used the scene to introduce their products to millennial drinkers in a relaxed atmosphere, she added.

“Taking our new-look store format on the road is a great way to introduce customers to what makes Majestic special,” said Th’ng.

Majestic Wine will be at Taste of London from this Wednesday through to Sunday 16 June. The retailer will be running four tasting masterclasses a day, as well as selling its own label Definition wines by the glass and bottle. Up to 60,000 festival goers are expected to attend this year’s Taste of London, at Regent’s Park.