Logistics specialist Cert is launching its own business to consumer internet wine business. This will be rapidly followed by a similar business to business service and both will be backed by £3m. Group development director Michael Lainas said this as yet unnamed operation would rise head and shoulders above other e-wine businesses because Cert was, he claimed, one of the country's leading logistics and distribution companies. "We have 300 producers' wines in our depots and we will create a company offering those wines to the consumer. This will not own the stock until it is sold to the consumer. "We are giving the producers another channel to the consumers. The difference is we have the stock and the distribution system in place." To offset the high return rate of other e-businesses, consumers will be able to specify evening or weekend deliveries. A pilot version was on display at the London International Wine Fair and Lainas does not expect the business to start making money for the first two years. "We have done a lot of research with consumers and they have bought into the proposition. There will be an unparalleled range of stock including access to lines which are on allocation and difficult to get hold of." The venture will be backed by a £2m campaign targeting a male biased audience of 35 to 55 year olds. The range will only include quality wines normally retailing at over £5 and delivery will be free. The internet company will go operational in August and be officially launched in October and the business to business operation will be piloted this year. {{DRINKS }}

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