There has been a “gradual improvement in trading” at the 37 Oddbins stores bought out of administration by Raj Chatha’s EFB, its MD has reported.

Ayo Akintola said Christmas trading was encouraging, and that investment in revamping the stores and changing ranges was paying off. “Consumers are responding well to our efforts,” he said.

Akintola is considering running another customer recommended price campaign this year. The first one, which marked the chain’s relaunch in October, saw 3,000 customers blind taste three wines and suggest a selling price. They were then retailed at the average prices, of between £8 and £8.50.