Majestic Wine’s new ‘Wine Fitting’ service focuses on pairing customers to styles with personalised recommendations similar to Netflix & Spotify. Retailer is targeting the 88% of UK customers who confess to not knowing their way around a wine list. Free bottles will be given away to every current Majestic Wine customer who completes the “wine fitting”
Majestic Wine has just launched a new “wine fitting” service in all of its stores – giving away almost one million bottles of wine to its customers. The service launches after the retailer said wine was the most popular alcoholic drink in the UK, with 22.1 million bottles consumed a week.
However, according to a survey conducted by the Wine & Spirit Education Trust last month, only 12 per cent of people “know their way around a wine list” – while 25 per cent of customers said they knew “absolute nothing” about the drink.
The UK now has 33.9 million wine drinkers according to YouGov, with 81 per cent of alcohol drinking adults saying they had enjoyed wine in the last year. Majestic Wine is hoping to tailor bottles to focus on each consumer’s style and taste. The new wine fitting service, which focuses on the stylistic qualities of wine rather than grapes or regions, is based around a blind tasting of eight different bottles.
Customers will then be sent their own personalised wine profile, featuring a breakdown of their likes and dislikes indicated from the service.
