Majestic Wine reveals Alzheimer's Research charity partnership

Majestic Wine has launched a new charity partnership with Alzheimer’s Research UK, with the aim of raising at least £50,000 to help in the fight against dementia.

Majestic’s staff voted overwhelmingly in favour for Alzheimer’s Research UK to become the new chosen charity for the company, and as a consequence the retailer has embarked on a year-long fundraising campaign for the cause.

The partnership officially launched with a Go Orange day for staff; the orange-themed activities will be running throughout the year, to celebrate Alzheimer’s Research UK’s #Sharetheorange campaign.

Joshua Lincoln, retail and managing director at Majestic Wine, said: “It is clear from the vote that Alzheimer’s Research UK is a cause close to the hearts of many of our employees. Since we announced Alzheimer’s Research UK as our new charity of the year, we have already heard lots of people open up about their own experience. While it is tragic that so many people at Majestic Wine are impacted by dementia, we are glad that we can support Alzheimer’s Research UK in the charity’s effort to defeat the condition and bring an end to the heartache it causes. We have some great ideas planned to hit our £50,000 and that will involve our employees, customers and suppliers and we can’t wait to get started.”

Jennifer Payne, corporate partnerships officer at Alzheimer’s Research UK, said: “It is fantastic to have the support of the Majestic Wine staff over the next year. Majestic Wine has set an amazing fundraising target and have some exciting plans to achieve this goal. The money they raise will be a huge support to Alzheimer’s Research UK in our mission to bring about the first life-changing dementia treatment by 2025. As well as fundraising, Majestic Wine’s extensive network of stores across the UK will help us to raise much-needed awareness of dementia and challenge the misconceptions.”