Cert has set a launch date of the beginning of November for its new business to consumer wine web site. The logistics specialist revealed it was moving into e-tailing in May but held back the name of the site until it was fully operational. It is called Bringmywine.com. The site actually goes live in October for a period of extensive testing to iron out any problems. The group has concentrated on supply chain management and although it has a field sales and merchandising operation for independents this is its first initiative which deals directly with consumers. The wine web site is a logical business move as, through its Octavian subsidiary, it is one of the leading providers of storage and distribution of fine wines. Kim Tidy, who moved from First Quench to become wine director, said: "This is our first venture into retailing but the team does have retailing experience. "We believe this is an appropriate extension to the business. Octavian gives us access to a huge range of products and what is offered on the site will be in stock." He said the software package included a stock management system which ensured this. It also offers a degree of personalisation and identifies what consumers show an interest in on the site. "Is not our intention to undercut the trade. Our analysis shows there is a demand for wine buying on line." Although Octavian has its own fleet of vehicles they are too large for home delivery so third party logistics will be used. Tidy is now in the process of selecting the best carrier for the business. The company has invested several million pounds in the project and does not expect it to start making money for two years. "We are cautious in our aspirations of the number of cases we will sell and the consumers we will get. We think the predictions of some other people are crazy. "Our research on the e-tailing trade last Christmas showed showed that some of the stuff never turned up and when it did not all of it was delivered. "A lot of people failed on the distribution side. We want to make sure we can deliver the customer service." {{DRINKS }}

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