Our last meeting on Friday morning (last week) was with Majestic Wine Warehouse in South Ken. A great finish, as they have a very strong Bordeaux range, and the sector is very important to the company.
140 stores countrywide, all with carparks except Victoria and Mayfair branches in London. Aim is to sell wines only by the case (ie minimum of 12 bottles). Either take in the car, or with free delivery.
Affluent middle-class customers (particularly obviously in Kensington!!). Average spend £10 per bottle in Kensington (average across company is approx £5.50 per bottle, still way above average supermarket spend).
In this branch, December turnover was £600,000, of which £80,000 was Bordeaux – so the area is enormously important to them. Champagne bigger, but Bordeaux second in terms of revenue.
Nick Dagly buyer for Majestic.
Several smaller properties are bought direct, but also work with negociants and some co-operatives (particularly co-op of Saint Emilion. Chateau de Sours, for example, is direct and a huge seller. Chateau Meaume is their ‘house wine’, a Bordeaux Superieur. Always getting new wines. Also buy en primeur and sell on to their customers, through the website.
Always have tasting counter with open bottles, plus themed tasting evenings. Opportunity for small producers to come in and hold tastings for the shop staff – more effective than customer tastings, as reach more people ‘by proxy’.
As a company, focusing on moving average price points upwards. Margaux and Pauillac are top of the ‘high price points’ range. For Majestic again, grape variety is less important than it is in supermarkets, as customers have some wine knowledge. Labels are best traditional, and there is some resistance to screw caps.
Cheaper than anywhere else in the UK to buy champagne., and pricing is the same all over the UK (ie very good value in London).
