Majestic Wine is gearing up to introduce the next tranche of wines from its 2020 range review, following the success of the first wines, which led to “marked sales increases across all completed reviews”.

In the Spring Majestic introduced a raft of new wines in various categories including Sparkling, Loire, Burgundy, Australia, New Zealand and North America.

Since these new wines were introduced the company said one in five bottles sold have been brand new to the company.

Jack Merrylees, Majestic’s head of communications, said: “This figure is all the more impressive when you consider customers have largely been unable to actually visit our stores, or taste with our colleagues (the usual way they would discover something new). Instead they have trusted in the advice of their local team and the direction of change.”

Robert Cooke, chief commercial officer, said with more than 60% of the range review now complete, the company is “delighted” with the colleague, customer and critic response to the changes so far.

He said: “But we are far, far from done. Even when we hit that Christmas deadline to have the new offer live across the business, we know this is just the beginning.

“We’ve pushed hard this year to make some deep changes, tasting tens of thousands of bottles, hosting huge clearance sales across the estate to free up space and capital and reaching out to our supply base to support and reconnect as best we can.

“But getting Majestic back to where it should be, with esoteric, interesting wines made by a whole range of brilliant suppliers, is our ongoing mission – not just a short-term fix.

“Our promise is to ensure that we live up to the billing as the UK’s number one specialist. We know how important that role is, operating between the indies and grocers, training our staff to a world-class level and ensuring that we continue to help our customers discover the breadth and depth that wine has to offer.

“There’s more we can do, too, to help our suppliers and the industry generally.

“With Covid still very much affecting us all, we’ve been working hard to create long-lasting connections and help where we can. We know how powerful wine can be in celebrating in good times and supporting in bad. In an uncertain world we want to play our part now more than ever.”

The latest tranche of wines, which are being phased into stores from now until October, includes new additions from Spain, regional France, South Africa and Italy.

Throughout this week Drinks Retailing News will highlight the decisions made by each of the buyers involved in revamping these categories, as well as more details about the specific wines chosen for Majestic stores.