Asda is launching an online Wine Shop that will offer consumers more than 500 lines.

The site, which goes live on 28 October, has added 200 new and exclusive wines to the own-label Extra Special and branded lines already available in store. The new lines are priced from £4 to £45, with the majority price at more than £7, and 100 at what Asda described as “premium positioning”. 

The retailer said the online range would give customers greater choice and help to bridge the gap between its existing in-store offering and more premium wines.

Consumers will be able to pick and mix any six products, or choose a pre-mixed case. The retailer is offering free delivery on all orders until the end of the year, a free next day click-and-collect service and 10% off consumers’ first orders.

BWS category director Tracy Ford admitted the retailer had come late to the wine-by-case market and that it currently under traded in wine compared with its performance in beers and spirits. She added that Asda was hoping to see online account for 10% of all its wine sales in the next two years. 

“It’s just the start of our online offer. We will launch with 500 lines and hope to take it to 800 by the middle of next year,” Ford said. “Our next step is to appeal to consumers who don’t buy with us.”

The site is aiming to develop a community, and will look to capture feedback from consumers and offer shoppers information through wine blogs and suggestions from Asda Master of Wine Philippa Carr. It will also give advice on food and wine matching, and video content about wine makers. “It’s about us getting closer to what the consumer wants,” Ford said. 

The range includes Hardy’s Eileen Hardy shiraz 2004, Cono Sur 20 Barrels and ‘quirkier’ wines from smaller producers, including the Portuguese Conde de Vimioso 2011 and Fossil 2012. Exclusive brands include the Devil’s Collection red and white wine blends from Casillero del Diablo.

The wines have been sourced through a mixture of direct sourcing and from UK suppliers including Bibendum and Enotria.