Tesco will end loss-making Wine by the Case service in UK. Credit: Tesco plc.

British supermarket Tesco is set to end its Wine by the Case service on 8 October as was not profitable.

Introduced in 2005, the Wine by the Case service delivers boxes of still and sparkling wine, champagne and fortified wine directly to customers when ordered through Tesco.com/wine.

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The decision to stop the service followed a detailed review by the retailer, which claims to be simplifying its online experience for customers.

“Customers will still be able to purchase a wide range of wines for delivery or collection.”

Tesco customers will still be able to buy a wide range of wines from Tesco stores and online using its grocery home shopping service at Tesco.com.

Tesco’s online managing director Adrian Letts said: “Going forward, we are focusing our wine offer to customers in stores and online through our grocery home shopping service rather than a standalone wine-by-the-case website.

“Customers will still be able to purchase a wide range of wines for delivery or collection, including our award-winning Tesco Finest wine, through our main website Tesco.com.”

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Around 14 employees will be affected by the closure, but the company claims it intends to re-hire them in other positions within the company wherever possible.

In May this year, Tesco also announced that it will cease the business operations of its non-food online shopping service Tesco Direct.