Majestic Wine is launching its first-ever own-label entry-level range as it takes aim at the supermarkets, Retail Week can reveal.

Majestic loves range

Majestic loves range

Majestic Loves is launching with five wines

The alcohol specialist’s new range, Majestic Loves, will be introduced across its 210 branches this month.

Majestic has rolled out the range with five new wines, but it plans to extend the assortment to 10 by June as it ramps up efforts to woo shoppers from its supermarket rivals.

The likes of Tesco, Sainsbury’s and Asda have grown their share in beers, wines and spirits in recent years, offering some wines for under £5 and running regular offers, including 25% off when you purchase six bottles or more.

Discount duo Aldi and Lidl have also enhanced their reputation in the category, scooping a host of wine awards. The former has even started selling wine online.

The impact of the supermarket price war has meant that 80% of wines in the UK off-trade – discounting businesses such as bars and restaurants – are now sold for under £6.

But Majestic hopes its new Majestic Loves wines, priced at £5.99 each, will win customers from its cut-price grocery competitors.

Blind tasting

The retailer said it collected 1,000 reviews from the public in a blind tasting, with more than 65% of participants preferring Majestic Loves wines over supermarkets’ equivalents.

Three-quarters of people preferred its new Romanian Pinot Grigio over an Italian Pinot Grigio sold in supermarkets at the same price, while 71% of those who took park in the taste test preferred Majestic’s £5.99 Montepulciano.

Majestic Wine managing director John Colley said: “We set out to create the best possible range at this price point and we’ve created something completely unique.

“Our buyers tasted over 500 samples to create something special that won’t blow your budget, and it’s fantastic to see so many people agree.”