As the holiday season approached, Majestic Wine, one of the UK’s leading wine retailers, experienced its most successful trading day in history, surpassing a previous record set in 2024. The company, which operates around 200 stores across the UK and Jersey, reported that 23 December marked an unprecedented peak in sales, with customers flocking to purchase festive drinks.
Over the five-week period leading up to 29 December, Majestic’s overall sales saw a modest increase of nearly 1% compared to the same period last year, while customer numbers surged by 11%. This growth stands in stark contrast to the broader retail alcohol market, which, according to Kantar Worldpanel data, contracted by 4.1% during December.
Majestic’s strong festive performance follows a challenging financial year, where its pre-tax profit was almost halved, falling from £14.3 million to £7.8 million. The Watford-based business attributed this decline to government tax hikes that pushed up its cost base, as well as increases to the national minimum wage driving up staff expenses.
Despite these headwinds, Majestic’s trading update revealed a 4.8% increase in fine wine sales over the weeks before Christmas, while English wine sales soared by 27% year-on-year. Sales of wines from “off-the-beaten-track” regions, including Greece, Germany, Austria, and Hungary, also grew by 14%.
Elizabeth Newman, Majestic’s retail managing director, noted that the stronger trading came “at a time when customers are moderating their alcohol spend but seeking out better quality wines, beers and spirits,” which was drawing them to Majestic’s “differentiated product range” and “expert advice.”
The data-driven performance of Majestic Wine during the crucial festive period underscores the company’s ability to adapt to changing consumer preferences and deliver a compelling offering in a challenging market environment.
