The website is the grocer's first attempt at ecommerce and lists around 1,000 wines, almost double the number in the previous in-store range. The move was first announced back in September.

Morrisonscellar.com also aims to help consumers choose wine they will like by using profiling technology Taste Test developed by Bibendum.

The Taste Test technology, which profiles which wines customers will like after asking a series of questions based around whether they take black coffee or prefer salty foods, is built into the website to make personal recommendations to customers. It is using short videos on the website to help consumers decide which category they fall into, whether that's sweet, fresh, smooth or intense. It then advises them on which wines match and even allows the user to share the answer on social networks.

The group also hopes to use Taste Test in-store from the start of 2013.

Simon Harrison, strategy partner at Morrisons, said: "Morrisons Cellar is completely different to any of our competitors' online wine offerings. The initiative was developed in response to a 10,000-strong survey in which the nation's wine drinkers explained their frustrations with the way wine is currently sold in the UK - we've listened to this and put into action the learnings."

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 offers wine by the case, and a minimum order is six bottles, which comes with free standard delivery.