WINE merchants across Swindon were expected to benefit from increased sales yesterday.

Dealer Laithwaite’s carried out research which identified yesterday as being the busiest wine buying day of the year.

The company itself expects to sell 1.4m bottles this week in the run-up to Christmas.

David Thatcher, Laithwaite's managing director, said: “Monday, December 15 is the most popular date to buy wine as many of us return to work for our final full week before the Christmas break.”

Magnum Wine Shop, in Wood Street, which has been in Old Town for 25 years pinpoints the festive period as being one of their busiest times of the year but they expect December 23 to be their most hectic day of trading.

Brian Saunders, who runs the store, said: “From experience, for us, that tends to be the day where people get in their wine for over Christmas.”

Laithwaite’s study also suggested that this year those wanting a celebratory tipple will choose prosecco over champagne.

Steve Austin, sales assistant at Magnum Wine Shop, said: “I’m not sure whether prosecco will overtake champagne as I think our customers still enjoy a quality bottle of champagne at this time of the year. But I would say that prosecco is overtaking cava.

“Christmas is always a busy time of the year for us and we enjoy helping our customers.”