Majestic wine has scrapped its six bottle minimum purchase rule.
The wine store tested the new selling strategy in spring 2015 and discovered that customers were keen on a simpler pricing system.
"Our customers were telling us that they wanted simpler, clearer pricing, and an end to the six bottle minimum,” said Rowan Gormley, CEO of Majestic Wine.
Mr Gormley said the strategy was part of a wider plan to make Majestic the go-to destination for wine. “There are now no barriers to shopping at Majestic, the pricing structure is very straightforward and I'm sure our customers will see this as a great move,” he said.
Majestic has previously operated more like a wholesaler than a high street wine shop. It has a network of out-of-town warehouses that made it a destination for customers looking to stock up on wine for a party, say, rather than those wanting a bottle on a weeknight.
But the retailer is committed to changing that image. It has also introduced new customer-friendly changes such as free delivery and free glass hire.
Mr Gormley was the founder and CEO of online retailer Naked Wines when it was acquired by Majestic in April, which saw him promoted to CEO of the group.
Register for free to continue reading
Registration is a free and easy way to support our truly independent journalism
By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists
Already have an account? sign in
Join our new commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies