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News
Majestic sparks buying frenzy
UK multiple specialist Majestic set off a flurry of excitement among New Zealand wine fans last week following its offer of Central Otago Pinot Noir at a knockdown price.
Majestic’s specially-sourced parcel of Pinot Noir sold out within 48 hours after tipping off its Twitter followers on Monday, saying, “This deal is so good I thought it worth giving you a tip-off blog post!” By Wednesday morning, the company’s website announced the parcel, which was only available online, had sold in “double quick time”.
The by-the-case retailer was offering Black Ridge Pinot Noir 2001 from Central Otago at £95.88 a case, the equivalent to £7.99 a bottle. In its selling pitch, Majestic told Twitter followers: “This is an awful lot less than you’d normally see a wine of this quality from Central Otago selling for – especially given that extra bottle age.”
The offer demonstrates that NZ price positioning pressure extends beyond Sauvignon Blanc, which until now has been the most famous style of NZ wine to succumb to retailers’ special deals.
Normally one of the most expensive styles of NZ wine, Majestic explained that it made this offer possible because, “we’re big enough to have buying power, yet we’re nimble enough to take on smaller quantities of wine that don’t suit supermarkets with their huge logistical operations.”
The Majestic Tweeter also confirmed that the firm’s website would be offering further “online exclusives” in the coming weeks.
Currently all NZ still wines are on a ‘Buy two get 20% off’ offer at Majestic stores.
Jane Parkinson, 27.07.09