The service went live this week with 50 new wines sourced exclusively for the website with plans for a further 200 lines.
Taste for Wine aims to sell a “more focused range of quality wines” direct to consumers and was created as a result of Sainsbury’s TV deal with Carlton’s Taste Network. But when it folded in February 2002, its online portal was left dormant.
Taste for Wine will continue to be marketed directly to shoppers’ homes as well as having a limited presence instore with a small number of mixed cases branded with the banner.
Meanwhile, the retailer has added 20 new wines to its instore offering as part of a four-week end-of-summer wine festival featuring wines in limited edition parcels and sold by style.