• Majestic Wine to scrap six bottle minimum purchase rule
  • Change unveiled as part of new “simpler, clearer” pricing proposition
  • Comes as Aldi prepares to launch wine online from early 2016

Majestic Wine is scrapping its six bottle minimum purchase rule as it strives to make the shopping experience “simpler and easier” for customers.

The retailer has revealed the change as part of its new pricing proposition to create “simpler, clearer pricing” across its 211 stores in the UK and France and its transactional website.

The removal of the six bottle minimum purchase rule, which will come into force across the Majestic Wine estate from tomorrow, comes following a “successful” trial in a number of stores since the spring.

Majestic Wine boss Rowan Gormley said: “Our customers were telling us that they wanted simpler, clearer pricing, and an end to the six bottle minimum.

“This new structure is part of our wider plan to reposition Majestic Wine to become the go-to destination for the best quality wines at the best prices.

“There are now no barriers to shopping at Majestic – the pricing structure is very straightforward and I’m sure our customers will see this as a great move.”

The move, which comes weeks after discounter Aldi unveiled plans to sell wine by the case online from early 2016, is part of Gormley’s plans to improve the shopping experience.

Since Gormley took the reins earlier this year, Majestic has also launched a ‘text for wine’ ordering service, which allows shoppers to submit their alcohol orders via a text message, at no extra cost.