Vivino is launching a free delivery service, which it describes as the “Amazon Prime” of the wine industry.

Vivino Premium is designed to provide customers with unlimited free delivery from its catalogue of more than 32,000 wines, for a one-off annual fee of £32.

The service will initially launch in the UK and the US as well as select European countries including France, Germany, Spain, Italy, Netherlands, Switzerland and Denmark.

The company’s ecommerce offering, Vivino Market, launched in April this year and the new Vivino Premium service is designed to “unlock the potential of the online wine market” for both consumers and wine merchants who partner with Vivino.

Founder and ceo, Heini Zachariassen, said: “With Vivino Premium we are once again demonstrating that we understand the way in which modern wine drinkers want to select, purchase and consume their favourite wines. Free shopping makes the decision to purchase wine online or via a mobile device a no-brainer and we are proud to be able to support our merchant partners by driving increased customer numbers and sales to their stores.”

The move forms part of Vivino’s ambition to build the world’s largest online wine marketplace and it has a goal of selling $1 billion in wine by the end of 2020.

In addition to free shipping the company said Vivino Premium subscribers will receive special early access to hand-picked deals at up to 50% off.

Online wine marketplace Vivino, which was founded by Heini Zachariassen in 2010, is powered by a community of 27 million wine drinkers who use the Vivino app to scan and rate more than 500,000 wines every day.

Through the app and website users discover and buy wines based on their rating and purchase behaviour and also aided by community recommendations. The app enables users to take photos of any wine label with their mobile device and then image recognition technology delivers immediate ratings, reviews and average pricing details for every bottle.