Majestic Wine has come up with a novel way for cellar-less wine enthusiasts to build a fine wine collection.

Under its Fine Wine Plan, which is launching now, customers can invest anything from £50 per month in their collections, which will be stored at Vinothèque, its bonded cellar. They will be advised by Lay & Wheeler, the fine wine specialist Majestic bought in 2009, and be invited to purchase wine while it's still in the cask.

The scheme is the first new initiative from Majestic since it lowered its minimum in-store purchase to six bottles in 2009.

"We know there's a clear demand within our customer base for fine wine, not just for drinking now but for drinking in 15 years' time," said marketing manager for brand development Matt Philpott. "The world of fine wine is something we wanted to open up and make much more accessible."

Members could call up and arrange for the wine to be delivered ­whenever they like, he ­added.

The initiative is the latest attempt by Majestic to increase engagement with its growing and loyal customer base. In 2009, it launched a free two-hour course on wine tasting and pairing.

It has also introduced wine walks, where a member of staff will guide customers around the store and suggest which wines match particular foods.

Twice a year, each store also holds a wine evening for 60 to 80 customers to sample selected wines.

Majestic is also in the process of rolling out its fine wine range of bottles over £20 to its entire estate.

Sales at Majestic Wine rose 9.7% to £234.2m in the year to 28 March.