The site experienced its highest level of traffic ever when it was swamped by
users during the week the auctions were launched.
Rowan Gormley, founder of Virgin Wines, said: "We aim to do what e Bay has done for everything else in the UK - let customers decide what they want to pay." Currently eBay is
prevented from selling alcohol due to UK licensing laws.
Virgin Wines auctioned a £3,000 case of Château Latour 2000, which had a start price of 99p and no reserve. The case finally went for £3,600. A "name your price" auction featuring 100 cases of Laurent Perrier Champagne was also launched, with bidders paying as little as £11.
Shoppers also got as much as 25 per cent
off the retail price in an auction that sold 60 cases of wine in 60 seconds every hour - with the price dropping by £1 a second. "Because the site was slow, people were bidding £55 for a case of Pinot Grigio or Rioja
and were getting them for £35 by the time the bid was processed," Gormley said.
Virgin Wines plans to run a series of online auctions every day, provided demand stays high, Gormley added.