Britons are turning their backs on lager and spirits in favour of fine wines and champagne, according to a Midlands wine expert.
A recent Mintel survey revealed champagne sales in Britain had soared, making it the world's leading export market for bubbly, and wine sales in bars are also booming.
Bill Gunn, managing director of Herefordshire-based wine company Pol Roger Ltd, said supermarkets were mainly responsible for the cultural shift by stocking "an impressive array" of wines.
But he is urging people to expand their horizons beyond their favourite tried- and- tested red and whites.
"Supermarkets have played a very big role in this - because they carry such a wide variety of wines it's become part of our culture now," said Mr Gunn.
As a result, wine and champagne are no longer seen as luxury items and people certainly do not save their bubbly for special occasions like 21st birthdays and weddings, he said. "Britain has always been one step ahead in terms of the wines it imports, but we're not really a wineproducing country.
"But the result is we have access to an impressive array of wines from around the world, and people shouldn't be afraid to try something new." Mr Gunn, one of just 300 Masters of Wine in the world, has been overseeing Pol Roger UK's operation since 1990.
He explained that films like Sideways, set in California's Napa Valley wine-making region, had done a lot to highlight the joys of wine appreciation.
But, unlike in the Oscarnominated movie, the wine aficionado advised people not to imbibe every sample during wine tastings.
Mr Gunn said: "It's not really advisable to swallow every wine sample because often at professional tastings there can be around 100 different wines."