Some very clever marketing going on at Majestic

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I’ve been on Majestic’s mailing list since I’ve been legally allowed to by wine, or so it seems. And as far as I can remember, the months offer has always been The Ned Sauvignon Blanc for £7.99 and Berberana Reserva for £5.99 when you buy a certain number of bottles. If you find old Majestic price lists from the 1930s, there will probably be Ned and Berberana on offer in pre-decimal currency.

It’s not as if I don’t shop at Majestic but lately I’d found myself getting in a bit of rut, Guigal Cotes-du-Rhone and that Spanish Grenache with the tree on the label whose name escapes me. This month, however, Majestic did something a bit crazy, amongst the booklet advertising Ned SB and Berberana was a little leaflet called with the word “Wigig” at the top. This stands for When It’s Gone, It’s Gone. It’s a slightly gimmicky way of saying small parcels or even odd bins. It’s the sort of thing that Majestic used to do really well with their Swedish claret and mature German rieslings (though didn’t the mature German rieslings go a bit off the rails towards the end?)

So my curiosity pricked, I went to my local shop in Greenwich. Rather cleverly they not only had the advertised wines in stock but on tasting. A young man with the improbable name of Basil talked me enthusiastically through the wines. Here are two I tried:

Rojalet Montsant 2015 £7.99 when you buy a mixed 6

Carignan and Grenache from Catalonia, ripe and full but with plenty of freshness and an earthy quality. Massive amounts of flavour or the money. I’d love to see how this ages.

Capatosta Morellino di Scansano 2011 £11.99 for mixed 6

Like a good Chianti (it’s made mainly from the same grape, sangiovese) that went on holiday somewhere further south, the fruit is sweeter (but not jammy), it seems more alcoholic too but it’s still got a nice firmness to it.

Reader, I bought some wine. It was a marketing clean sweep: quality bumf, distribution and some top salesmanship at the final hurdle. Well done Majestic! Now I’d hurry before they run out.

 

 

 

 

 

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About Henry

Henry Jeffreys was born in London. He has worked in the wine trade, publishing and is now a freelance journalist. He specialises in drink and his work has appeared in the Spectator, the Guardian, the Economist, the Financial Times, the Oldie and Food & Wine magazine. He was a contributor to the Breakfast Bible (Bloomsbury 2013) and his book Empire of Booze: British History through the Bottom of a Glass was published in November 2016.
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2 Responses to Some very clever marketing going on at Majestic

  1. Miquel Hudin says:

    From their site, “top quality wines at a fraction of the price of its more famous neighbour”. This always pisses me off. That’s a wine from a cooperative and yes, it’s reliable. If you want wine of a similar vein from Priorat, there’s a cooperative as well for nearly the same price. Want something singular from Priorat, yes it costs more, same as in Montsant.

    Oh and no worries on that running out. Masroig produces 30% of all the wine in DO Montsant so if they were to run out, something seriously bad has happened in the world–again.

  2. Henry says:

    I think Priorat does sell for a premium, certainly I’ve never enjoyed a sub £10 one as much as this. I take your point though about it not being particularly exclusive though.

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