It was the first time Morrisons had sold anything online, but it has since launched Morrisons.com and will merge the wine site into this.
BWS category director Steve Mosey said: “The planned merger of Morrisonscellar.com into Morrisons.com has allowed us to analyse, in-depth, our customer purchase history from Morrisonscellar.com and streamline our online offer going forward to focus on wonderful wines we know our customers want and like, at accessible prices. As a result, there will be a more focused range that’s easier to shop.
“This move will take effect from June 2014 and is the logical next step to provide our customers with a one-stop shop for all of their online wine and groceries.
“Our online wine range will continue to provide great quality at key price points thanks to the tremendous strides taken by our new wine sourcing team. The Taste Test, which helps guide customers in an approachable way towards wines to suit their personal preferences, will remain core to our online wine offer.”
Read OLN's analysis of Morrisons' decision here.