The "totally impartial" consumer-focused site was set up by agency Thierry's, which retains a stake. Ex-Somerfield wine boss Angela Mount is the managing director and Mike Paul the chairman. "We are all trying to engage the consumer more and inspire them to get more involved in the category so we have been asking, 'Where do we go now?'," said Mount.
"Not everyone wants to ask wine advisers about wine, some would prefer to get information on the internet and this website is a vehicle that can provide a lot of information to wine consumers."
So far, 50,000 consumers have signed up and Paul and Mount hope to attract business from retailers and suppliers who, for a small fee, can promote their wines or install a link to their website .
Paul said: "The key thing is to involve the consumer more in wine. There are signs that interest in wine has peaked and we need to make sure that never happens."
Somerfield has restructured its BWS team following Mount's departure. Claire Pell is category buyer for light wines, Julie McFadden becomes junior buyer for light wines and Tim Horton joins as category buyer for beer and cider.