The site, morrisonscellar.com, offers customers more than 1,000 wines and encourages them to take a Taste Test to find wines suited to their palates.
Simon Harrison, strategy partner for Morrisons, said: “The initiative was developed in response to a 10,000-strong survey that revealed frustrations with the way wine is sold in the UK.”
By answering three simple, non-wine related questions, customers are allocated a number from 0 to 12 which sits within one of the four profiles: sweet (0-3), fresh (4-6), smooth (7-9), intense (10-12).
The Taste Test is licensed exclusively to Morrisons for the grocery sector by developers Bibendum and will match customers’ flavour profiles against a range of wines online and in-store.
Wine buyer Trish Scurfield said: "The Taste Test offers a new and exciting challenge for our wine buying team.
"Having looked at customer profiles and ranges we discovered that while 30% of the UK population has a ‘sweet’ profile, the in-store offering within this profile was only 10-15%.
"We have looked in detail at the range across all price points and all flavour profiles to achieve a more comprehensive wine range which will help guide the bemused consumer to not only find a wine they’ll enjoy, but also the confidence to try a wine they haven’t tried before."
Morrisonscellar.com will operate on a by-the-case model with a minimum order of six bottles, offered with free standard delivery anywhere in the UK.