Majestic minimum purchase cut in half

Last week Fine Wine on Thursday brought you news of Majestic’s online fine wine push using the library stock from its newly-acquired Lay & Wheeler .

This week the retailer is further developing its offer, this time for shoppers on site: Majestic has reduced its minimum in-store purchase from 12 to six bottles.

Majestic announced on Tuesday that it would roll out its new six-bottle minimum purchase after a successful trial in selected stores over the past year.

“The trials have shown positive results and reducing our minimum purchase makes Majestic even more accessible to both current and new customers,” the retailer stated.

With parking, knowledgeable staff, weekend opening and in-store tastings, this could provide a further incentive for consumers to buy wine from Majestic because it allows shoppers to top up their supply.

While a case is hard to carry any distance, six bottles, especially if split into two bags, is an easier proposition for those on foot.

“Majestic has always been a great place to stock up, but our new minimum purchase now means we are also a great place if you’re just popping in,” said Steve Lewis, chief executive.

Essentially, the decision allows the retailer to behave more like a local wine merchant or convenience store.

Perhaps it will soon start expanding into smaller sites without ample parking?

The 12-bottle policy will remain when purchasing through the company’s website and free delivery will apply only to customers purchasing 12 or more bottles.

Patrick Schmitt, 03.09.2009