Majestic Wine 2020 range review: Spain

The final region Majestic Wine is focusing on for the Autumn phase of its 2020 range review is Spain.

The retailer’s wine buyer for Spain, Joe Aylmer, says unlike many part of the range review, the Spanish range didn’t need a dramatic overhaul.

He says: “It’s a country which has been greatly outperforming the market at Majestic for some time, built around the successful pillars of Rioja, Albarino and our best-selling red; the Guv’nor.

“So why change what isn’t broken? Well, we knew from feedback there was still more we could do. “Our Spanish-wine loving customers are incredibly loyal to key producers, names and regions. “Attempts to create lookalike regional styles, the wines which are prominent on supermarket shelves, have been met with ambivalence by Majestic shoppers. So, we know that when we stock a Spanish wine, it has to be a tangible product which customers can dive into, read about or even visit for themselves.”

Aylmer looked more closely at what Majestic’s customers liked the most from Spain and he has increased the offer in these areas.This has included more aged styles of Rioja, in particular Gran Reserva, from a number of suppliers, including Beronia and Dehasa de Lantana. 

He has also added a more diverse range of Albarino, including lees-aged styles, which have proven popular.

Another element to the review has been reducing the number of “faux Rioja” styles, such as regional Tempranillos without provenance. Instead Aylmer increased the retailer’s footprint of other key areas such as Priorat, with an addition from Raul Acha; and Ribera del Duero, with the Bardos range. There are also some new organic additions, and a new White Rioja for the own label Definition range.

Aylmer says: “Focusing on the prestige and heritigious across Spain is absolutely vital for its success on our shelves. There was also a number of the key regions you would expect to see on the shelves of a specialist missing in our range, notably Priorat. We’ve looked to address this. That, and embracing some of the key new trends too.

“Spain has huge potential to be the world-leader in organics, for instance, with more vines under the classification than anywhere else in the world. It’s something customers are keen to explore across the board. We want to continue to acknowledge the fantastic history and heritage of the country, whilst also helping to support winemakers and producers pushing it into a new chapter.”

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