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Majestic promises low prices with ‘Lock It In’ subscription relaunch

26 May 2023 By Eloise Feilden

UK wine retailer Majestic has reintroduced its ‘Lock It In’ subscription proposition after its 2019 roll-out faltered due to Covid-19, offering low prices and no annual contracts, to support customers during the cost-of-living crisis.

Majestic promises low prices with 'Lock It In' subscription relaunch

Majestic chief operating officer Rob Cooke said: “We know that everyone is feeling the impact of the cost-of-living crisis right now, but we also know that our customers still want to treat themselves to their favourite wines, particularly at key times of the year like Christmas and the summer BBQ season. Many of our customers buy their wines by the case, and our Lock It In proposition offers the cheapest and most convenient way for them to do that.”

Prices offered through the retailer‘s subscription will be lower than regular ‘Mix Any Six’ prices in-store or online.

More than 100 white, rosé, red, Champagne and sparkling wines will be available to shoppers through the subscription, which allows customers to choose how often they receive their wines – every one, two or three months – and in quantities of 12, 24, or 36 bottles.

The Lock It In proposition sits alongside Wine Club by Majestic, which offers members 12 exclusive bottles every three months, with three different boxes at three different price points — £99, £149 or £199.

Cooke added: “With both of Majestic’s subscription propositions, Lock It In and Wine Club, what you see is what you get. There are no gimmicks, no big discounts on your first box, and no contracts. We focus our investment on offering the highest quality wines at the lowest possible prices — and we know from customer feedback that this is a proposition that resonates.”