Oddbins has launched a new website which it claims will match customers with a bottle of wine to suit their mood.
Visitors to the site can browse through suggested wine pairings for passion, adversity and contemplation.
It also recommends food matches as well as music, thoughts and occasion for each bottle. A £7.00 bottle of Chianti Sogatia 2009 is recommended to accompany a romantic Tuesday takeaway, while listening to The Cure, thinking of mischief and eating Pizza Cappriciosa.
The ecommerce site also includes the more traditional categorisations of country, grape and taste.
Oddbins plans to increase the number of wines it sells online from over 100 to its full range of 500-600 in coming weeks.
“Ecommerce is an extremely important part of the new Oddbins going forward. The design and content of the new website is very much in keeping with the Oddbins philosophy of making wine as accessible as possible for consumers,” said MD Ayo Akintola.