Founded by entrepreneur with digital marketing background, Lucy Dalwadi, the business will operate as a subscription-free ecommerce outlet. Customers will receive a new selection box, curated by Dalwadi and her team, each month.

Lucy’s Wine, aimed at "the everyday person that loves a glass of wine, minus any of the jargon", is the only UK-based stockist of Vivanterre, the natural wine from Auvergne created by fashion designer Rosie Assoulin.

Organic wine remains a fast-growing sector, with almost 1 billion bottles a year forecasted to be consumed by 2023, according to a study commissioned in 2019 by Millésime Bio, a trade show devoted to organic wine.

The category growth has been the bolstered by environmentally-conscious consumer trends present amongst millennial drinkers.

Dalwadi wants to see greater female representation in the overwhelmingly male wine industry. She cited a report by The Red Cabinet, an organisation of 100 female wine executives in California, which found that women chief executives ran just 13% of the state’s wineries, in order to highlight the need for greater diversity.

Selection boxes start from £42 and are available at lucys-wine.com.