Majestic is giving away 1million bottles of wine as part of a new taste-testing service for customers.
The retailer's new "fitting" service will invite shoppers to try eight wines for free while blind-folded, which they can then rate at the end.
The company said it will use these findings to send the customer a profile of their preferences based on style and qualities rather than grape or region.
Customers can then choose their favourite wine to take away for free.
It is the first major change introduced since Majestic's 200 stores were snapped up by New-York based Fortress Investment Group, which is owned by Japan's Softbank.
The aim is to attract younger customers who drink gin and craft beer.
Joshua Lincoln, managing director, said: "Customers are desperate to get their head around wine, and do it quickly.
"We hope to introduce them to new styles, grapes and regions so they can explore the brilliant bottles that are out there.
"It's just like how Spotify or Netflix can help you pick new music or films that match your interests, but you may not have heard of or considered."
