Majestic Wine has celebrated its most successful trading day in history as British consumers rushed to stock up on festive drinks ahead of Christmas. The renowned retailer, which operates approximately 200 stores across the UK and Jersey, confirmed that December 23 marked its busiest ever day for sales, surpassing the previous record set in 2024.
Festive Trading Surge Defies Market Trends
Overall sales experienced a modest increase of nearly 1% during the crucial five-week period leading up to December 29, compared with the same timeframe the previous year. Perhaps more significantly, customer numbers surged by an impressive 11%, indicating growing consumer engagement with the brand.
This positive performance occurred against a challenging backdrop for the wider retail alcohol sector. According to Kantar Worldpanel data, the overall retail alcohol market contracted by 4.1% throughout December, making Majestic's achievement particularly noteworthy.
Premium Products Drive Growth
The trading update revealed several standout categories that contributed to the festive success. Fine wine sales demonstrated robust growth, increasing by 4.8% during the weeks preceding Christmas. English wines experienced particularly strong demand, soaring by 27% compared to the previous year.
Sales from what Majestic describes as "off-the-beaten track" wine regions also performed exceptionally well. Products from Greece, Germany, Austria and Hungary collectively grew by 14%, suggesting British consumers are becoming increasingly adventurous in their wine selections.
Strategic Positioning Amid Economic Challenges
Elizabeth Newman, Majestic's retail managing director, commented on the trading performance, noting that customers are "moderating their alcohol spend but seeking out better quality wines, beers and spirits." She attributed the company's success to its "differentiated product range" and the "expert advice" available in stores.
This strong Christmas trading follows a challenging financial year for the Watford-based business. The company recently revealed that its pre-tax profit was nearly halved, decreasing from £14.3 million to £7.8 million. Majestic cited Government tax increases affecting its cost base and rises in the national minimum wage impacting staff expenses as significant factors in this profit reduction.
Expansion Through Acquisition
In 2024, Majestic strengthened its market position through the strategic acquisition of Vagabond, a self-pour wine bar concept, for £6.5 million. This move represents part of the company's broader strategy to diversify its offerings and appeal to changing consumer preferences.
The retailer also highlighted Christmas Eve as another standout trading day, with customers purchasing substantial quantities of wine, beer and spirits ahead of the bank holiday weekend. This suggests that last-minute festive shopping remains a significant driver of seasonal sales for alcohol retailers.
Despite broader economic pressures and a contracting retail alcohol market, Majestic's latest trading update demonstrates the company's resilience and ability to attract customers seeking quality and expertise in their beverage purchases.
