Former Constellation boss Christopher Carson has launched an online wine and spirits retailer CellarVieWines.com.

Carson decided there was a niche for the firm after noticing wine sales over £5 accounted for 30% of the market online.

Alongside his son Jonathan, Carson is aiming to create an online retailer targeting  the younger audience and aspiring consumer by “demystifying wine”.

CellarVie Wines’ managing director Christopher Carson said: “I strongly believe CellarVie Wines has the potential to offer consumers something different, and hopefully the website and our dynamic young team can breathe new life into the conventional perceptions of the wine industry.”

BBC food and drink broadcaster and the drinks editor for Reader’s Digest magazine Nigel Barden is also part of the team.

The idea for CellarVie Wines was born in May 2010 by father and son, Christopher and Jonathan Carson, who put together a small team and a range of value for money wines.  Christopher Carson has worked in the drinks trade for over 40 years, holding senior positions at Constellation Europe, BRL Hardy Europe and the WSTA.

His son Jonathan worked for a wine marketing agency in Paris before co-founding CellarVie Wines with his father.