Waitrose to grow online wine share with new website

By Gemma McKenna

Published: 08 May, 2014

Waitrose plans to grow its online wine share with the launch of a specialist site Waitrose Cellar.

The retailer hopes to transfer some of its in-store expertise to online customers with video content on 150 of its bestselling wines, tasting notes, regional guides and recommendations based on past purchases. They will also be able to call a team of Waitrose Cellar specialists for advice. The new site replaces it Waitrose Wine Direct offer.

The free-delivery service, will allow customers to mix their own six-bottle case from Waitrose's 1,200 strong range of wines, spirits and Champagnes.

The site will also include a Fine & Rare section, and allow customers to rate and review wines they've bought.

Pre-mixed cases, selected by the supermarket's wine buyers, will also be available and will change seasonally.

Robert McCarthy, head of Cellar & Direct services, said: "Waitrose Cellar will bring a new element to our multi-channel offer by allowing customers to receive the wine expertise we are renowned for in our shops from the comfort of their own home. We'll be offering great value combined with interesting and unusual exclusives, with free delivery on every order."

Waitrose is also looking to improve the customer wine experience in-store - it is currently trialling wine tasting and deli-food grazing areas in certain stores.

The news of Waitrose's standalone wine website launch comes just as rival retailer Morrisons announces that it is to close its Morrisons Cellar site in favour of combining wine sales on its grocery site.

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