Vinification is the process that transforms the grapes into wine. The process of vinification differ from region to region, financial state of the winery and the grape types. The harvesting time and the type of oak used for aging are based on the region in which the wine grapes are grown.

Wine making process involves the following stages:

  • The first step in wine making process is Harvesting or Picking. Grapes should be harvested at the right time in order to make good wine. Harvesting can be done either mechanically or by hand.
  • The process of separating the grapes from the stems and cluster parts is called Destemming. Some of the wine makers keep some fragments of the stem to increase the wine tannin.
  • After destemming the grapes are crushed to extract the juice from the skin. This is done before the fermentation process begins. In the olden days bare feet is used to extract the grape juice, now a day machines like crushers are used.
  • Separation of grape juice and the skin is named as pressing. After crushing the grape juice will flow freely, selected wineries use pressers to make sure maximum juice is released.
  • Once the grapes are pressed they are introduced into the process of fermentation. During this process the grape juice are converted into alcoholic beverage. The yeast interacts with the sugar in the grape juice and converts them into ethanol and carbon dioxide.
  • Once the wine is purified and refined, they are preserved with sulfur dioxide or potassium sorbate. During the natural process of fermentation a minimum amount of sulfites are produced, but more is added for the use of commercial preservation.
  • Wines are aged for a particular amount of time to get more welcoming wine. Once after purification, the wines are moved to wooden barrels for aging. Metal vats, concrete vats and glass carboys are also used in some cases to increase the flavor.
  • After aging, the wines are bottled. During the process of bottling a final dose of sulfite is added to the wine to prevent it from uninvited fermentation in the bottle. The bottles are then sealed with cork and screw caps.
Majestic lockdown

During lockdown, customers had the options of placing orders for delivery with their local store, shopping online on Majestic’s website – which initially crashed with the high demand – and expansions in its partnership with Deliveroo from 180 of its stores. 150,000 new customers began using delivery services from their local Majestic stores nationwide, and […]

The post Majestic reports 150,000 new lockdown customers and announces growth strategy appeared first on Decanter.


Majestic lockdown

During lockdown, customers had the options of placing orders for delivery with their local store, shopping online on Majestic’s website – which initially crashed with the high demand – and expansions in its partnership with Deliveroo from 180 of its stores. 150,000 new customers began using delivery services from their local Majestic stores nationwide, and […]

The post Majestic reports 150,000 new lockdown customers and announces growth strategy appeared first on Decanter.

Majestic lockdown

During lockdown, customers had the options of placing orders for delivery with their local store, shopping online on Majestic’s website – which initially crashed with the high demand – and expansions in its partnership with Deliveroo from 180 of its stores.

150,000 new customers began using delivery services from their local Majestic stores nationwide, and its online sales were up by 300%.

The company also reported a 7% increase in mobile shopping during lockdown, and that 6pm was the peak shopping hour, up by over 250%.

Whilst this allowed the company to increase its market share from 5.3,%, up from 4.5%,  Majestic also faced increased costs and reductions in the business to business arm and the Calais stores, which were down 94%.


Wine buyer’s guide to Calais – is the booze cruise still worth it?


What were customers buying?

Majestic reported an 11% increase in the average bottle price, indicating customers were buying higher quality wines.

Rosé sales were up 95% compared to the same period (April – June) last year, thanks in part to the spell of good weather over lockdown.

Regions and countries that had significant increases include Australia up 159%, Loire up 54%, Burgundy up 29%, Sherry up 75% and Beaujolais up 77%.

English wine sales were up 122%, while Champagne was down 8%, as well as magnums down 49% and dessert wines down by 45%.


Top Majestic wines to try: Tasted by our experts


Plans for future growth

Majestic has also revealed its growth strategy plans, partly in light of its lockdown success. This includes two new stores by the end of 2020, in Henley and Beckenham, with more planned for next year, and to increase sales by 10% over five years.

‘Getting back to what we do best is the absolute cornerstone of our plan to grow Majestic. Our stores are at the centre of who we are and what we do,’ said John Colley, CEO at Majestic.

‘As we come out of lockdown, we’re seeing customers who have discovered us as an online retailer over the past couple of months now visiting our stores – and getting the true Majestic experience. If anything, this has given us more confidence in the role of our bricks and mortar arm, and it’s ability to offer a truly multi-channel experience for our customers.’

The company also recently announced an expansion to its own label ‘Definition’ range, increasing to 29 wines.

Look out for Decanter.com’s pick of some of the best Definition wines to try, coming soon.


Drinking wine is ‘lockdown treat’ says survey

The post Majestic reports 150,000 new lockdown customers and announces growth strategy appeared first on Decanter.


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Each wine is unique. Soil, weather, geology, varietals, and the style of wine making, are all decisive yet variable factors that give each wine a unique character.
Each wine is unique. Soil, weather, geology, varietals, and the style of wine making, are all decisive yet variable factors that give each wine a unique character.
Winemakers all over the world are combining wine making traditions of millennia with innovative approaches and ideas, to address consumer demand for high quality products and a sustainable and healthy lifestyle.
Winemakers all over the world are combining wine making traditions of millennia with innovative approaches and ideas, to address consumer demand for high quality products and a sustainable and healthy lifestyle.

Laurel Gray Vineyards

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