Majestic Wines has credited a rise of nearly 12% in like-for-like sales over the Christmas period in part to its decision to reduce its minimum order from 12 bottles to six.

Like-for-like sales rose by 11.7% in the nine weeks from 3 November 2009 to 4 January 2010.

Chief executive Steve Lewis declared himself “delighted” with the figures.

“We are encouraged by our customers’ response to the reduction in our minimum purchase to six bottles,” he said.

“Transaction volumes are up and we have seen a substantial increase in the number of customers trying Majestic for the first time.”

The Grocer revealed last February that Majestic was trialling the reduced minimum order, with Lewis confirming in November that the switch was permanent.