Majestic considering dropping TV slots

UK wine chain Majestic may scrap its TV advertising after less than a year.

The decision will depend on the results of the winter campaign which followed on from a “satisfactory but not compelling” summer run last year.

Majestic posted modest rises in what it termed a “challenging” Christmas period, with like-for-like sales in November and December only up 1% as opposed to 4% in 2011.

According to Retail Week, if the TV campaign is pulled then the money will be spent on further store openings instead.

A spokeswoman told the journal that following the “satisfactory” summer campaign: “If the evaluation of winter is consistent with these results then it is unlikely to be continued in its current form for next year.

“The objective of driving new customers is being achieved successfully by the new store opening programme with 14 stores already opened and a further two to open before the end of the financial year.”