The findwine.co.uk site is the brainchild of three self-confessed wine lovers, Mike Howes, John Critchley and Martin Jeffery, who wanted to make it easier for consumers to choose wine by limiting the options available to them.
It will feature exclusive parcels sourced from small, boutique producers, which the creators hope will encourage exploration and trial of less well-known varieties and regions.
On the site an interactive wine selector lists the range by colour, style and price point, which is then cross-referenced by selecting a food style, country of origin or pre-selected mixed case option.
When the site sells out of a particular wine, it will be replaced with something similar in style and price, according to Jeffery.
Howes added: “We offer something completely different from the multiple grocers and our online competitors. We’ve created the site to act as a guide, assisting the consumer much like a friendly, informative and engaging assistant in a wine merchant.”
The launch of the website will be backed by an integrated PR and marketing campaign across print, online and digital media.