News

Majestic launches new Christmas TV ad campaign

20 November 2023 By Arabella Mileham

UK wine specialist Majestic has launched its new TV advertising campaign – the first since 2021 – which flags up the expertise of its staff as well as its range.

The ad tells the story of a customer keen to find a bottle enjoyed by late-mother, with her Father on Christmas Day,

The ‘There’s a Story Behind Every Glass’ campaign, which first aired on Friday evening heroes one of its best-selling lines, the Château Méaume Bordeaux Superieur, which has been stocked by Majestic since its first store opened in 1981 (the estate’s British founders, Alan and Sue Johnson-Hill, attended the opening of the first store). It taps into the nostalgia for the taste and the memories that wine can evoke.

Majestic chief operating Officer Rob Cooke said that Christmas was an important time of year for customers, who “want the reassurance that they are getting the very best quality wine, at the very best value for money, to share with their family and friends.”

“But we also know that wine is so much more than just a drink,” he added. “There’s a Story Behind Every Glass, and at Majestic we understand that better than anyone else. Our Christmas campaign brings that to life by highlighting the unparalleled range, service and expertise that our customers experience every time they shop with Majestic – and the joy they share with every bottle they open.”

The campaign was produced by Leeds-based strategic content agency, Powerhouse.

Rebecca Jones, client services director at Powerhouse, said the two company’s “strategic and creative approach to the challenge of the crowded Christmas landscape was aligned from the start.”

“It’s been a really collaborative partnership as we’ve navigated away from more promotionally led content to an emotive advert that we believe really demonstrates the value the brand has for consumers,” she said.

Majestic returned to terrestrial TV in 2021 for the first time in over a decade, as part of a wider marketing campaign to “shout about it’s knowledgeable and approachable store teams” and the “un-stuffy” experience of shopping in a Majestic store. The ad featured its own store staff guiding a couple to the perfect bottle of wine.

Majestic ‘very confident’ of its growth plan despite tough trading environment

Sherry Week celebrates gastronomic potential of historic wines

Spain 'needs to learn how to market our fine wines', producer claims