Official reports have confirmed that Majestic Wine, on the back of its last year's decision to loosen the company's minimum purchase rule, has recorded a strong rise in sales over the Christmas period.

Like-for-like sales for the Holiday season, as confirmed by the bulk wine retailer, managed to rise by 11.7% in the nine weeks up-to 4 January. The impact of new store openings was pulled out from the figure.

According to the company, it has seen a "substantial increase" in customers who wanted to try Majestic for the very first time.

In September, the firm had pulled down its minimum order rule from 12 to 6 wine bottles.

"We are delighted with the growth in sales over the Christmas period", said Chief Executive Steve Lewis.

Majestic's strong performance has come despite the increase in competition from various supermarkets which started housing wines starting this season, which has given the company even more reasons to celebrate.