Majestic Wine Warehouses, the wine and spirits retailer, has reappointed integrated agency Haygarth to handle its &£3m direct marketing business. It follows a three-way pitch against undisclosed agencies.
The company, which has 127 stores in the UK and also sells alcohol online, started a review of its marketing strategy earlier this year (MW May 11). It is looking to build on UK consumers’ growing appetite for fine wines. Haygarth will cover direct work and other elements of Majestic’s marketing plan.
Majestic is planning to push its quality range to build a point of difference from supermarkets and other competitive retailers such as Threshers, which is also understood to be seeking an advertising agency.
In the past, Majestic has concentrated on direct marketing to loyal customers, and also distributes catalogues and brochures. Details of its next campaign are not known but it is understood the company wants to position itself as a quality wine merchant.
The review of its marketing strategy follows the appointments of retail director Steve Lewis and buying manager Justin Apthorp to the posts of chief operating officer and buying director respectively, earlier this year.
In a separate development, Haygarth – which confirmed that it has retained the business – has also picked up the marketing and communications business for beauty retailer Space.NK.