Boss of the discounter’s UK and Ireland business, Giles Hurley, said the retailer had sold 10.7 million bottles of wine online since it launched the channel and was looking to introduce certain ambient offerings to its digital range.

“Our ecommerce business is making strong progress. By the end of 2019 it will deliver £100m of annual revenue and is growing rapidly. More than 10.7m bottles of wine have been sold online since launch,” said Hurley.

“Transaction numbers for the second quarter of this year, compared with the same period in 2018, were up over 50% and we’ve recently added spirits and certain ambient products – such as coffee pods – to our online range.”