Majestic go halves

As of today, Majestic Wine, the UK's leading wine warehouse chain, reduce their minimum requirement for free delivery from 12 to six bottles, provided the value of the order is at least £40. This new offer applies both in-store and online, and follows a recent nationwide print and television advertising campaign.

For many years, Majestic operated a strict minimum purchase of 12 bottles. That was reduced to six bottles in September 2009, with the hope that an inevitable fall in average transaction price would be countered by an increase in the number of sales. This appears to have been successfully negotiated, since the company continues to turn in impressive profits in an increasingly tough market.

The dilution of their original case-merchant proposition inevitably raises questions about whether they are gearing towards losing the minimum purchase stipulation altogether. There is no suggestion of that at present, but with the prominent adverts and easier delivery terms, there is no doubt that Majestic are working hard to win new customers.

For a round-up of comment on their current range, see Majestic's latest.