Majestic Wine is launching a new quarterly customer wine guide designed by integrated marketing agency Haygarth.
The editorial-style guide, titled Grape to Glass, launches in September and signifies a departure for Majestic from its traditional wine list to a more lifestyle publication.
Over 250,000 copies of the 58 page seasonal wine guide will be distributed to Majestic Wine customers.
Every issue will include an array of lifestyle articles from store manager travel diaries to features on wine production and stories about individual growers and buyers.
The content has been created by the staff at Majestic Wine tapping the extensive expertise throughout the business, from store managers to wine buyers.
In addition readers of Grape to Glass will be able to develop their wine knowledge – with regular tips, including which wine is best served with different foods and even which glass provides the optimum taste experience.
This new publication will still include product information and listings but will focus much more on the passion and knowledge of everyone involved in Majestic Wine; in turn reinforcing the brand position as the wine expert. The publication will also promote “Wine Uncorked” a free two hour introduction and tasting session offered exclusively at Majestic stores.
Kim Smith, Marketing Manager – Publications at Majestic Wine Warehouse, comments: “There is always something new to learn about wine, Grape to Glass is designed for our customers who are keen to broaden their wine knowledge.”
Bob Blandford, Design Creative Director at Haygarth, comments: “This new publication really demonstrates the expertise of Majestic; whilst the design is fresh and informal, creating an interesting and informative read.”
Haygarth has worked with Majestic Wine for the past 10 years, managing its direct marketing and CRM programme.
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