Houseofriesling.com will be devoted to promoting Riesling and other aromatic wines from Germany and Alsace, founder Matthew Ford told OLN.
The site is due to launch on November 16 as a blog, which will link up to barwines.co.uk which can deliver the wine nationally.
But a full e-commerce website is due to launch next year, with a variety of news feeds and applications all about Ford’s favourite grapes.
As well as Riesling, Gewürztraminer and Pinot Gris from Germany, Alsace and Austria, the site will sell Rieslings from around the world and a Pinot Noir range.
Ford said: “Selling by the grape is a good retail niche. There are so many sites just trying to sell millions of wines, I’m making some money but I’m trying to approach it in a different way.”