Majestic Wine has relaunched its Wine Club and Lock It In subscription services with new flexibility, curated exclusives, and digital upgrades as it gears up for the key festive trading season.
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GLOMajestic refreshes its subscription experience
Majestic Wine has unveiled a major revamp of its two key subscription services — Wine Club and Lock It In — alongside significant investment in its online experience, aiming to deliver a smoother, more personalised journey for customers just in time for the holidays.
The newly relaunched Wine Club now has a dedicated online hub, making it easier for members to sign up, manage deliveries, pause, or cancel their plans. First-time subscribers will receive a welcome case curated by Majestic’s Master of Wine, Jane Masters MW, along with an introductory brochure explaining the club’s benefits.
Wine Club members can choose themed cases of 12 exclusive wines, available quarterly, across three price tiers — £99, £149, and £199. Benefits include in-store discounts, spend-and-save vouchers, free tickets to tasting events, food pairing recipes, and even a gift option that allows members to send curated cases to friends and family.
Meanwhile, the updated Lock It In service now offers more than 70 of Majestic’s best-selling wines — spanning reds, whites, rosés, sparkling, and Champagne — with new options to mix and match bottles and set flexible delivery intervals of one, two, or three months. Subscribers can also lock in the retailer’s “best price” guarantee for their selections.
Why Majestic is making these changes
The timing is no accident. With Christmas on the horizon, Majestic is looking to capitalise on growing demand for convenient gifting and personalised experiences. The dual approach — Wine Club for exploration and Lock It In for everyday favourites — allows Majestic to appeal both to wine enthusiasts seeking discovery and regular buyers looking for value and ease.
By simplifying sign-up, enhancing flexibility, and introducing gifting options, the retailer is positioning its subscriptions as both premium lifestyle experiences and practical conveniences. It’s also a strategic way to build recurring revenue and deepen loyalty as competition in the wine market intensifies.
The bigger picture
Subscriptions have become a key growth lever for retailers, offering predictable income and closer customer relationships. For Majestic, this relaunch isn’t just about convenience — it’s about experience and brand trust. The curated cases, expert input, and personal touches aim to remind members why Majestic remains one of Britain’s leading wine specialists.
However, challenges remain. Delivering consistent quality, managing logistics at scale, and maintaining the promised “exclusive” feel will be crucial to retaining members and preventing churn.
What to watch next
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Customer uptake and retention: Will new members stay beyond the festive period?
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Gift subscriptions: How strongly will gifting drive sign-ups and brand awareness?
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Operational excellence: Can Majestic maintain flexibility while keeping costs and fulfilment times under control?
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Future expansion: A successful rollout could lead to broader membership tiers, loyalty integration, or even tie-ins with in-store tasting events.
Majestic Wine’s refreshed subscription services reflect how modern wine retail is evolving — blending digital convenience with personalised, experience-led engagement. By investing in flexibility, quality, and customer connection, Majestic aims to turn casual sippers into lifelong members. If the retailer delivers on its promises this Christmas, its subscription model could become a cornerstone of its long-term growth strategy.
Source: Majestic Wine
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