Majestic’s Italian wine range has undergone a major overhaul, with half of its 127 wines from the country now new to the portfolio.

The new additions include exclusive regional varietals and premium producers, chosen by the buying team after tasting more than 500 wines, to benchmark its existing Italian range against potential new entrants.

The company said its overall Italian range had been streamlined in size by 14%, stripping out duplication and creating a clearer “good, better, best” journey to help customers trade up.

Around a third of the Majestic Italian range is now supplied by Enotria, a sister company in the Majestic group, including wines from leading producers Planeta, Frescobaldi and Sartori.

They include a new range from Planeta, created exclusively for Majestic.

Other additions include Quattromani, a multi-vintage Pinot Noir created through a collaboration between Veneto producer Pasqua and Washington State winemaker Charles Smith.

Senior buyer Phil Edwards said: “Italy has always delivered fantastic quality and value, but there is so much more to the country than the familiar names customers already know.

“In Italy, the regions are the brands. Customers recognise names such as Gavi, Barolo, Chianti and Amarone, but there is an incredible world beyond them.

“Our ambition is for Majestic to become the undisputed Italian wine specialist on the UK high street, combining those popular brands and products we know our customers love, with lesser-known, high-quality regions, producers and styles for them to explore.”