Sainsbury is breathing new life into its home wine shopping service Taste for Wine after a spell operating only from supermarket shelves.
Sainsbury's to You's expansion to cable TV, reported in The Grocer last week, opens a fresh chapter for the division, which offers consumers exclusive wines sourced by Oddbins. In a sign of its commitment to the proposition, Sainsbury has extended its agreement with the off-licence giant until April.
The chain is also looking at launching a new Taste for Wine website to replace the old one, dormant since Sainsbury's TV deal with Carlton's Taste Network folded in February. Sainsbury's director of wines, Allan Cheesman, said: "We are cranking things up at Sainsbury's to You and the home shopping route will provide a new way to access the service.
"We've got a dead website at the moment. We need to get an updated one pretty quick and clearly that's what we intend to do because you can't have a meaningful direct wine proposition without a fully functioning website."
Sainsbury and Oddbins set up the Destination Wine Company to run the home shopping initiative two years ago.
After a series of setbacks which saw its routes to market substantially reduced, Oddbins pulled out of the partnership in all but name in May.
But Sainsbury pledged to continue with the project, moving the team in-house and marketing it under the Taste for Wine banner.