A new online retailer is hoping to shake up wine shopping with its range of exactly 100 lines.

WineTrust100 will offer wines priced from £5.50 to £65, most of which are produced by small family vineyards and not stocked on the high street.

The site’s founding team includes three Masters of Wine who had selected the 100 wines as “the best of their style and price”. The site lists wines by taste profile, occasion and price point, and had been designed to make it easier for shoppers to experiment.

Supermarkets offered consumers a bewildering choice of wines and failed to signpost the category adequately, claimed WineTrust100 founder John Valentine.