Morrisons is to shake up its in-store offer alongside the “imminent” roll-out of wine retailing website Morrisons Cellar.

It will be increasing the number of wines available in stores from 550 to 750 and is also trialling new fixtures, including low-level gondolas and different lighting.

“Shopping for wine should feel different from buying a tin of beans,” said Morrisons strategy partner Simon Harrison.

The proportion of sweet wines in the range is increasing from 10% to 20% after a new Taste Test tool designed to help shoppers match wine to their palates found 30% enjoyed sweeter wines.