Majestic Wine has overhauled its membership subscription scheme with a new model aimed at not only providing high quality vino but also boosting wine lovers’ expertise with educational materials, video tastings and advice at an accessible level.
Wine Club by Majestic will replace Wine Concierge, which was launched in 2017 when the firm was owned by Naked Wines, and each quarterly selection will be themed around a key grape, region or style delivered direct to customers.
Through a digital community, members will then get a chance to meet winemakers, access in-depth content about the wines and their creators, see matching food recipes and share their feedback around each bottle.
Majestic Wine director of subscription Mark Capon said: “In launching The Wine Club, we wanted to create a business which is, to its core, ‘Majestic’. This means something which is built around our strengths as a business – unbeatable accessible expertise, providing access to unique and limited wine from some of the very best producers, and giving consumers a journey to discover wine in a truly innovative way.
“We have identified 1.5 million subscribers in our target market, and have conducted extensive research to understand exactly what they want. It’s told us that it’s not just about having a token free bottle or discount here or there, but instead making sure every case is a real delight. That it educates your palate, entertains you and your friends and hits the spot in terms of enjoyment.
“Most wine subscribers get bored of ‘the same old thing’. Wine Club by Majestic offers so much more than the competition, and is built on our heritage, knowledge and experience.”
According to figures released by Barclaycard, the coronavirus lockdown triggered a new surge in sign-ups for subscription services, with spending increasing throughout each month of 2020. Nearly two-thirds (65%) of UK homes now have on-demand services, and an average of seven contracts per household.
Entertainment subscriptions are the most popular, with food and meal services – such as wine tasting kits – being second most adopted.
A separate Royal Mail study recently predicted the market will be worth over £1bn in 2022, and is forecast to grow 11.5% annually for the next five years.
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