Majestic Wine (LON:MJW) is looking to restore some body to its top line growth by abandoning its six bottle minimum purchase requirement.
With effect from Tuesday, 27 October, a new pricing strategy will be in force at Majestic, both online and in its bricks & mortar retail estate.
The move is intended to make the shopping experience simpler and easier, both for new and existing customers, although the company immediately made things more complicated by announcing a special Christmas offer that only applies if customers mix any six wines and spirits in their purchase.
"Our customers were telling us that they wanted simpler, clearer pricing, and an end to the six bottle minimum,” said Rowan Gormley, who took over as chief executive officer in April of this year, shortly after Naked Wines, the company he founded, was acquired by Majestic.
“This new structure is part of our wider plan to reposition Majestic Wine to become the go-to destination for the best quality wines at the best prices. There are now no barriers to shopping at Majestic, the pricing structure is very straightforward and I'm sure our customers will see this as a great move," he asserted.
Shares in Majestic Wine were down 1.1%, under-performing the market, at 351p in early trading.