The tie-up will see Majestic inventory a spread of PerfectDraft’s best-selling six-litre kegs – Camden Hells, Camden Pale Ale, Leffe Blonde, Stella Artois and Corona – in 192 of its shops throughout England, Scotland and Wales, because it continues its drive to reinforce the depth and high quality of its wine, beer and spirits ranges.
Majestic plans so as to add extra PerfectDraft merchandise to its rising beer proposition on a seasonal foundation, with a deal with occasions which might be in style with its clients, comparable to Dry January and Oktoberfest. The retailer can even promote PerfectDraft at-home draught beer machines through majestic.co.uk and in chosen Majestic shops. The machines chill beer kegs to three°C and preserve them recent for 30 days. It means clients will have the ability to pour pub high quality pints at residence from as little as £2.85 per pint.
Majestic is giving consumers the choice to return all empty kegs – no matter the place they’ve been bought from – to taking part Majestic shops, able to be re-used, re-filled and re-sold. As an incentive to return empty kegs, Majestic will reward its clients with a ‘£5 off’ voucher to redeem towards future purchases of PerfectDraft merchandise.
The retailer’s partnership with PerfectDraft – a part of Budweiser Brewing Group UK&I – comes because it seeks to construct on its spectacular beer efficiency, having recorded 3.9% gross sales progress within the class throughout 2023/24. The retailer additionally loved a bumper summer time of beer gross sales as clients stocked up for main sporting occasions together with Euro 2024 and the Olympic Video games.
Majestic has invested closely in bettering and diversifying its product proposition since its cut up from Bare Wines plc and subsequent acquisition by Fortress Funding Group in 2019. Following the reintroduction of former administration, Majestic’s Shopping for Crew have received a number of awards from Worldwide Wine Problem, The Drinks Enterprise and Drinks Retailing, whereas its wines have scooped dozens of prestigious prizes. It’s now constructing an identical status in beers and spirits, by way of an ongoing strategic drive to broaden and premiumise its ranges.
Majestic Purchaser Jono Tiffany, who’s liable for the beer class, mentioned: “We’re delighted to be introducing PerfectDraft to our beer proposition at Majestic. We all know our clients are more and more trying to re-create the ‘excellent serve’ of their favorite drinks at residence, whether or not that be wines, beers or cocktails, and PerfectDraft are absolute specialists on this house. We are able to’t wait to kickstart and develop this thrilling partnership.”
Chris Kitching, PerfectDraft UK director at Budweiser Brewing Group, says: “We’re thrilled at PerfectDraft to be partnering with Majestic, a high-end market chief within the BWS house, to develop the provision of our machines and kegs. Not solely will this make our merchandise much more accessible for our present neighborhood, however it should additionally present Majestic clients with the chance to raise their at-home beer expertise.”
