Majestic Wine has announced the launch of a Tasting Club as part of a transformation plan to put the customer at the heart of its strategy. The new ‘Tasting Club’ will see four tiers of wine tasting events run by the in-store teams from an introduction to wine, to fine wine experiences and one-on-one sessions.

Tickets cost from a £5 charity donation to a £20 charge that can be redeemed against a wine purchase. John Colley, managing director of Majestic Retail, said: “We are putting the customer back at the heart of what we do, revolutionising the customer experience and bringing the excitement back to wine tasting.

“Only Majestic can run this type of national events programme because of our passionate and trained people in stores. The Tasting Club is designed to give our customers the opportunity to go on exactly the same journey as our staff and make them fall in love with wine.”