Morrisons has admitted its new online wine service will reach far fewer consumers than its abandoned Morrisons Cellar.

Morrison Cellar had delivered across the UK via courier but from this week has been amalgamated into its general grocery site morrisons.com, which only covers Yorkshire, Warwickshire, Birmingham, Manches­ter, Hull and parts of West London.

The retailer is advising customers to shop for wine in their local Morrisons if they do not live in one of these areas.

“The move has upset some customers but Cellar wasn’t a major part of the business and now we are growing morrisons.com so quickly this was an obvious move,” said a senior insider.