Morrisons’ first transactional grocery website site has gone live today.

The retailer hopes, a fully transactional wine website offering a significantly increased range of wines compared with its stores and a tool to help customers find wines to their taste, will help grow its wine sales by £100m over the next three years.

Morrisons strategy partner Simon Harrison said the initiative was developed in response to a 10,000-strong survey in which wine drinkers explained their frustrations with the way wine is currently sold in the UK.

The key feature of Morrisons Cellar will be the Taste Test tool, which has been licensed exclusively to Morrisons for the grocery sector by developers Bibendum. The Taste Test will match customers’ flavour profiles against the wines online and in-store.

‘The Taste Test offers a new and exciting challenge for our wine buying team. Having looked at customer profiles and ranges we discovered that while 30% of the UK population has a ‘sweet’ profile, the in-store offering within this profile was only 10% to 15%,” said Morrisons wine buyer Trish Scurfield. “We have looked in detail at the range across all price points and all flavour profiles to achieve a more comprehensive wine range that will help guide the bemused consumer to not only find a wine they’ll enjoy, but also the confidence to try a wine they haven’t tried before.”

As well as offering the test on, additionally Morrisons will be trialling the Taste Test in a number of stores. These results will be analysed in advance of it going live in all stores next year. will operate on a by-the-case model with a range of over 1,000 wines available as a minimum order of six, including the 550 wines currently available in-store and all offered with free standard delivery anywhere in the UK.