LONDON — Majestic Wine, the UK’s leading specialist wine retailer, has appointed Sunny Side Up as its retained PR agency after a four-way competitive pitch.

The agency will work alongside Majestic’s corporate communications team, and will report into the retailer’s brand and content team on creative campaigns.

Majestic has more than 200 stores across the UK, as well as an on-trade business and an online presence including a new partnership with Uber Eats. Sunny Side Up’s retained brief – believed to be worth six figures – is to help recruit new consumers and support B2B division Majestic Commercial in securing more trade listings.

The account will be led by managing director Zoe Ward-Waring, reporting into Majestic COO Robert Cooke and head of brand and content Nicola Graham. Strategy and creative will be led by agency founder Nick Woods.

Cooke said: “Sunny Side Up were hugely impressive through the pitch process. From their understanding of our brand and audiences to the brilliant creative they shared, their ideas are a great fit for Majestic's growth plans. I’m excited to be partnering with them and bringing our collective vision to life for our customers.”

Ward-Waring added: “Majestic is well-loved by many for good reason. It’s the only place on the high street that most of can learn anything about wine and maybe try something new. It is fantastic to bring a specialist wine retailer on-board and to further build what is rapidly becoming a bit of a specialism for us – premium drinks.”

Sunny Side Up has also worked with wine and spirits brands Villa Maria, Cune, Ridgeview Sparkling Wine and Crossip.