Spirits bolster Majestic Wine’s Christmas sales

Majestic Wine enjoyed a double-digit sales growth over the Christmas period bolstered by consumer demand for spirits – particularly artisan gin.

Retail sales from 27 October 2015 to 4 January 2016 in shops open a year or more reported a 7% increase and total sales across the company grew 12.2%, Majestic reported in a trading update.

Gin brands such as Bathtub and Sipsmith London Dry leapt 144%, while craft beer brands also saw a significant increase in sales.

Craft spirit sales were up 53% from last year to £660,000, with gin, Armagnac and rum proving to be the best sellers, reported the Financial Times.

“This is an encouraging result,” said Rowan Gormley, chief executive, Majestic. “Majestic Commercial and Naked Wines continued to grow strongly, and I am particularly heartened to see the Majestic retail business grow as the impact of our better pricing, better service and better looking stores starts to take effect.

“However there is still much to do. We are only three months into our three-year plan and although this performance is pleasing it is too early to call it a trend.

“I take my hat off to the 1,000+ people we have, from Aberdeen to Sydney who worked flat out during the festive season and deserve a large glass of wine.

“The teams have embraced our changes and worked exceptionally hard to deliver a better experience for our customers.

“We remain focused on our values of looking after our brilliant teams and suppliers and thank them for their support during the initial steps of transforming Majestic into a truly fantastic business.”

Gormley took over in April and scrapped the company’s complex price offers by permitting customers to purchase a single bottle of wine rather than a minimum of six.

He is also working to overhaul stores and computer systems to give staff members greater information about customers tastes.