The wine warehouse group, Majestic, plan on doubling their number of stores after a 10% increase in sales. The sales of wines priced over £20 now make up 6% of sales (a 25% increase from last year).

Majestic’s chief executive, Steve Lewis, says that there has been strong sales growth in wines from New Zealand and Argentina. Majestic has an 11% market share of these wines in the UK. The largest category of wines, however, comes from France, with French wines making up 34.4% of Majestic sales.

The increased sales of more expensive wines come from a clever strategic move, reducing the minimum order from a 12 bottle case to a less expensive 6 bottle case. This widened their customer base and they are now looking to double the number of Majestic wine shops, from 165 to 300.

Although the reduced minimum order meant that the average transaction price fell by 2.5 percent, the number of transactions increased. The average price of Majestic wines has gone up by £0.38 from last year.

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