Majestic launches ‘Celebrity Winemaker’ range

Darren Smith

Darren Smith

03 August 2017

Majestic has launched a range of wines made by three 'celebrity winemakers' who already produce some of its most popular wines.

Hitting the shelves this month, the three wines from The Winemaker Series have been made by Marc Kent, Christophe Mongeot and Kevin O’Brien.

Mark Kent, who produces Majestic’s 'cult' wine Chocolate Block at Boekenhoutskloof, has made a red blend from the Swartland. The wine is sourced from the same vineyards in Swartland as the cult wine that made his name and uses the same Syrah base as the Chocolate Block, with smaller proportions of Cabernet Sauvignon and Cinsault.

Christophe Mongeot, the winemaker behind Majestic’s bestselling M de Minuty Rosé, has produced a special-edition Provence-style rosé using Grenache and Carignan grapes from some of his favourite growers in the foothills of the Sainte-Victoire mountains.

Kevin O’Brien, whose Kangarilla Road shiraz is one of the retailers longest-selling wines, has made a Shiraz using fruit sourced from McLaren Vale.

Majestic said it had given the winemakers free rein to create their own signature wine using grapes and styles of their own choosing.

The labels for The Winemaker Series each feature a black and white signed picture of the respective winemaker.

Buying and merchandising director Richard Weaver explained that The Winemaker Series took inspiration from the popular appeal of celebrity chefs.

'Anyone can take a selection of ingredients and make a meal, but it’s the top quality chefs who have the magic sauce that can make something truly special. It’s the same with these wines - they are brimming with the personality of the winemakers and the result is exceptionally unique,' he said.

'These wines are a celebration of the individual; showing how top winemakers have an "It" factor. We deliberately approached brilliant winemakers who produce "cult" Majestic wines that our customers love and asked them to create something unique that they are proud enough to put their own names on.'

The launch of The Winemaker Series has comes as Majestic looks to boost sales of its own-label range of wines. The retailer would like to see the wines in its core Definition range and its Majestic Loves entry-level range account for up to 20% of overall sales.


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