The secret to a successful wine business is to simply provide customers with the means to buy chateaux Mouton Rothschild and Latour without any of the "flimflam", according to FINE+RARE's chief executive.

In an interview with the Daily Telegraph, Mark Bedini said FINE+RARE's Wine Desk database began in 1995 when he created a web page listing wines, which soon led to an order for £3,500.

The company opened a sales office in Hong Kong last year and has considered making a similar move into the US market, but Mr Bedini says the focus remains on the core business.

He told the newspaper: "The market is expanding around us, so diversification could be a very expensive distraction," adding that the training process for FINE+RARE employees can take as long as two years.

Last year, the broker also launched a new online valuation web tool allowing investors to see the value of their wine portfolios over time.