The supermarket chain, The Co-operative, is starting to open speciality food stores across the region of East Anglia
The new stores named Le Château specialise in selling fine wines, deli goods, and locally sourced products.
The first shop has opened in Norwich, Norfolk and the company's aim is to fill the increasing demand for artisan food and drink.
Roger Grosvenor, group general manager trading, said, "We researched the market and there is a definite gap for a wine merchant, especially after the demise of the high street chains, there is only really Majestic here now, so we hope it may be the first of a few.
"We are just waiting to see what the footfall is, but it has been very encouraging in the first week.
“Le Château is an entirely new concept store for us, but we have very experienced colleagues on board to ensure we provide an excellent service to our customers.
“We will be hosting regular wine tastings throughout the year and events to provide customers with the opportunity to meet some of the growers involved and learn about their specialities,” he says.