Morrisons has launched its first foray into online shopping with the launch of Morrisons Cellar.

The online wine store is the grocer’s first Morrisons-branded transactional site and marks the start of its strategy to build a substantial etail business.

The site features a full range of wine and will offer a personalised service to shoppers.

Morrisons is aiming to create a £100m wine business within the next three years.

Morrisons strategy partner Simon Harrison 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.”