Wine retailer Majestic has relaunched its ‘Definition’ wines under the new name ‘Definition by Majestic’ as it aims to re-establish the quality own-label range in the market.
‘Definition’ was launched in 2015 as Majestic’s first own-label brand, designed to demystify wine and encourage customers to try new grape varieties. The range ‘Definition by Majestic’ will sit above its value-orientated ‘Chosen by Majestic’ own-label range launched in June 2023.
Majestic’s buying team reviewed the existing Definition range, conducting an extensive blind benchmarking exercise. Any Definition wines that weren’t deemed ‘best-in-class’ in the blind-tasting were re-sourced or re-blended. Following this exercise, some products were removed from the range, ensuring the wines are of the highest possible quality.
The new premium labels will include more detailed information on which producers Majestic has collaborated with and what the grape variety is, making the range easier for customers to shop. The new collection is said to make wines from around the world more accessible, helping Majestic to deliver on its mission to help customers discover wines, beers and spirits that they will love.
Twenty-three new ‘Definition by Majestic’ wines are rolling out this month, with a further 12 landing in stores throughout the remainder of the year, taking the total range to 35 wines. The range comprises an assortment of both New and Old World wines.
