William Sitwell launches ‘world’s smallest online wine shop’

UK restaurant critic William Sitwell has launched what he claims is “the world’s smallest online wine shop”, which offers just eight different wines at a time.

The Telegraph restaurant critic William Sitwell has launched what he claims is the world’s smallest online wine shop called William’s House Wines

As reported by Hot Dinners, Sitwell, the former editor of Waitrose Food Illustrated and current restaurant critic for The Telegraph, launched the venture to cater to consumers who are tired of having too much choice in their lives.

Keen to make wine buying “temptingly easy”, William’s House Wines only stocks eight wines at a time – at the moment the online shop is flogging three whites, two reds, one rosé and two sparklers.

The majority of the wines on the website cost between £11-14, and the aim is to switch up the offering every month to keep it interesting and fresh.

“I love wine and I love the extraordinary complexities of the grape, but sometimes the degree of choice makes buying good wine a nightmare. My shop solves that problem,” regular MasterChef judge Sitwell told Hot Dinners.

Among the wines currently on offer are: White Rabbit Riesling 2018 from the Rhein priced at £12.95; Feudo Arancio Nero d’Avola 2019 from Sicily priced at £11.75; Olivier Coste Rosé 2019 from the Languedoc priced at £11.75; and René Barbier Brut Reserve Cava priced at £13.75.

The website also has a warehouse function where customers can buy wines previously listed on the main site that have since been swapped for new ones.