Majestic extends its Definition range into spirits

21 October, 2016

Majestic Wine is extending its successful Definition own brand range into spirits for the first time.

The retailer is launching Definition Gin this winter. The 12% abv gin will be priced at £25 a bottle and it will join the range in time for the Christmas period.

Jack Merrylees, senior manager at Majestic Wine, told OLN: “The Definition range is our venture into own label. The idea behind it is we wanted to go to our top winemakers to ask for the definitive examples of each key wine. The wines have been extremely popular and the range has made about £7m so far.

“This Gin is the first addition to the range outside of wine, and we added it because gin is doing incredibly well. We went for a classic gin made in a traditional style; it is quite juniper-heavy and it is perfect for making a gin and tonic. ”

The Definition range was originally launched in Autumn 2015 with 12 wines (five white, five red, a rose and a sparkling). In Spring the retailer added a Definition Pouilly Fume and a Chianti Classico, and in Autumn it added Beaujolais Villages and Blanc de Blancs Champagne, taking the range up to 16.

The retailer also plans to add a Definition Shiraz early next year. 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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