Entitled Grape to Glass, the magazine launches later this month and is designed by Haygarth, Majestic's direct marketing and CRM agency.
The magazine will still include product information and listings but will focus much more on a passion and knowledge of wine to promote Majestic as the wine experts.
Over 250,000 copies of the 58 page seasonal wine guide will be distributed to Majestic Wine customers. Every issue will include lifestyle articles from store manager travel diaries to features on wine production and stories about individual growers and buyers.
The content has been created by the staff at Majestic Wine.
In addition readers of Grape to Glass will be able to develop their wine knowledge - with regular tips, including which wine is best served with different foods and even which glass provides the optimum taste experience.
The publication will also promote "Wine Uncorked," a free two hour introduction and tasting session offered exclusively at Majestic stores.
Haygarth has worked with Majestic Wine for the past 10 years, managing its direct marketing and CRM programme.
Customer magazines are enjoying a revival in popularity despite the downturn. John Lewis unveiled a new in-store magazine called earlier this month, while TMW recently appointed magazines to head its customer publishing division.
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