Sales of champagne are improving - evidence of an upswing in optimism among consumers, according to a report.

Year-on-year sales are up by 10.7 per cent in value and 14.6 per cent in volume, The Grocer magazine reported.

The figures remain short of 2008 levels but retailers, market analysts and suppliers believed the increase was evidence of a more optimistic consumer mood, the trade magazine said.

Sales of other sparkling wines were up 11 per cent by value and five per cent by volume.

Oddbins managing director Simon Baile told the magazine: "Things are much more upbeat. We are starting to see people come in and ask for Dom Perignon and Krug. There's a much more positive mood."

Dominique Vrigneau, buying director at wine importer Thierry's, said sales were also partly driven by consumer unwillingness to have a second "depressed" Christmas.