The platform, MENY Wine, is part of the retailer's #FremgangSammen strategy, which puts the interests of digital customers at the top of its agenda, according to the retailer.
MENY started testing the new e-commerce platform in October, and has described it as 'the starting point' of the supermarket chain's digitisation strategy.
CEO of Dagrofa, Tomas Pietrangeli, commented, "At Dagrofa, we are continuously working to improve the customer experience through digitalisation as part of our overall #FremgangSammen strategy.
"The launch of MENY's e-commerce platform is an important piece in an offensive journey towards the best digital customer experiences in MENY and Dagrofa. I look forward to seeing the results of the new digital initiatives we are working on in earnest soon."
Dagrofa aims to offer customers the same experience as other digital platforms of the retail chain through the MENY Wine platform.
The launch of the platform in Denmark is 'natural' for the supermarket chain as it is one of the supermarket chain's strategic focus points, the company added.
It is also one of MENY's strongest categories and the company sees potential for growth in e-commerce for the category.
MENY Wine is expected to be publicly launched before the end of the year and will offer more than 1,000 new wine SKUs that are not available in physical supermarkets.
Best Digital Customer Experiences
Chain director of MENY, Richo Boss, said, "We want to be among the best at digital customer experiences in wine e-commerce. It's a competitive market, so we need to be hugely sharp when we launch something new digitally. Our digital presence must reflect the high quality, professionalism and inspiration that the MENY chain is known for. [...]"
"In concrete terms, this means that we must offer the best range to the market in everything from everyday wines to quality wines to rare wines from around the world. In the future, we will expand e-commerce to selected product categories that make sense for our customers."