MAJESTIC WINE

Background

Majestic is the nation’s biggest and most-loved specialist wine retailer. It is a business on its uppers, with new stores opening regularly, each combining both amazing knowledge and expert service with a fantastic product range.

Objective

Consumer acquisition: help recruit new target consumers.

Insight

Our audience is keen to learn and explore and only Majestic has two Masters of wine and shops full of WSET-trained teams all keen to share their love and knowledge about wine.

Strategy

Bring the brand’s ‘discovery’ positioning to life through real people.

Activity

We have kicked off Majestic’s first-ever Influencer Marketing programme, aimed at building Majestic’s profile among a younger, more female group of consumers.

Our Christmas ’23 and Spring ’24 events both evolved the brand idea of ‘there’s a story behind every glass’, and saw us bring almost 50 influencers into the brand, introducing them to new wines and the whole idea of wine discovery, generating huge volumes of content with strong reach figures in the process.

Underneath all of this sits Press Office activity, working alongside the internal team to ensure Majestic’s products stay front of mind across all key wine columns and consumer lifestyle media.

Results

In just six months we have created more than 150 pieces of coverage via collaborations with more than 50 content creators with a two million cumulative reach online, centred around the major retail windows of Christmas and Easter.

Sunny Side Up says:

“Just the best place to go if you love wine. The widest selection by a mile, regular great deals and the most knowledgeable staff who are the absolute opposite of wine snobs – they want every single customer to enjoy great wine and to find the perfect one for them.”

Zoe Ward-Waring, Managing Director