Majestic launches major revamp of Italian range
Majestic has launched a significant refresh of its Italian offer, in an effort to become the leading high-street destination for the region.
The retailer worked closely with premium distributor and Italian specialist Enotria – which Majestic acquired in 2025 – to curate its new selection, combining the buying expertise of both businesses.
Half of the retailer’s 127 Italian wines are now new additions, with a third of the rejuvenated range coming via Enotria’s portfolio – including relationships with wineries such as Planeta, Frescobaldi and Sartori.
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Planeta is a particular highlight, with a new collection created exclusively for Majestic, which includes an ‘accessible introduction’ to the Sicilian producer, before moving into its more premium wines, including Cometa and Planeta Chardonnay.
The retailer is also introducing QuattroMani – a new multi vintage Pinot Noir resulting from a collaboration between Pasqua and well-known Washington State winemaker Charles Smith – and Fontanafredda Alta Langa, a traditional method sparkling from Piedmont.
Elizabeth Newman, the MD for Majestic Retail, said: “I’m really excited about the new Italian wines we’re launching at Majestic. The range we’ve curated demonstrates the benefits we can bring to our customers as part of the Majestic Wine Group, combining Majestic’s customer knowledge with the expertise of our buyers and the exceptional producer relationships Enotria has built up over decades in its Italian heartland.
“Our revamped range is more focused, unique and innovative, with more exclusive wines, more regions to discover and clearer opportunities for customers to explore Italian wine at every price point.”
The retailer’s buying team tasted more than 500 wines during its range review, benchmarking its entire Italian offer against new products with potential.
The new range has been streamlined in size by about 14%, cutting out duplication and creating what Majestic called a clearer “good, better, best” journey for customers – intended to encourage them to trade up.
It spans accessible favourites in the sub-£10 category, lesser-known regional wines, and fine wines priced up to £400.
Senior buyer Phil Edwards, who headed up the review, explained: “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.”
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56-58 Church Walk, Burgess Hill, West Sussex, RH15 9AN
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