Drinkers taking advantage of cheaper champagne prices added sparkle to the half-year figures of wine warehouse chain Majestic, which has a major store in Gorse Hill, Swindon.

Pre-tax profits lifted 40 per cent to £1.6 million, while total sales gained 20.2 per cent to £44.4 million during the six months to October 1.

With champagne houses cutting prices in an attempt to stimulate business, Majestic has been able to pass on the reduction to customers.