Improved sentiment towards the U.K. economy is driving a boom in champagne consumption, as the bubbly beverage fast becomes an "everyday" drink for Brits, global wine merchant Bordeaux Index says.
In the first ten months of 2013, the Bordeaux Index sold over £11 million ($18 million) worth of champagne, nearly double the amount sold over the same period last year and over five times the amount sold from January to October in 2011.
Sales of champagne made up nearly 17 percent of the company's total sales this year, compared to 8.2 percent in the same period in 2012.
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According to the Bordeaux Index, the burgeoning appetite for champagne, traditionally viewed as a drink for a special occasion, has been driven by increased consumer confidence in the U.K. economy.
"Soaring champagne sales mark the onset of more indulgent consumer behavior in the U.K. and are reflective of the growing trend towards champagne becoming an everyday consumer choice, versus purely celebratory," said Gary Boom, Bordeaux Index founder and managing director.
The U.K economy grew 0.8 percent in the third quarter from the previous one, its fastest growth since 2010, boosting hopes that a nascent recovery is becoming more entrenched.
(Read more: UK's economic growth picks up in third quarter)
Earlier this month, the Bank of England revised up its 2013 growth forecast for the U.K. to 1.6 percent from 1.4 percent in 2013. It expects the economy to grow 2.8 percent in 2014.
"This represents a major shift in focus for our clients. Consumers are viewing champagne as an everyday drink to accompany good food, as well as to toast anything from a Wimbledon or Ashes victory to the arrival of summertime," said Boom, referring to major sporting events.
The concept of champagne as an everyday drink is also one that is being marketed by leading luxury alcohol companies such as Moet & Chandon, which has introduced a champagne vending machine located in London department store Selfridges that sells 200 milliliter bottles priced at $29 each.
"The perfect stocking filler at the press of a button #DestinationChristmas @Selfridges"
Fine wine, fine investment
But not only is champagne surging in popularity as a drink, it is also fast generating interest from investors, Bordeaux Index said.
According to the company, a case of Krug, a well-known luxury brand of French champagne, with a 1996 vintage and originally purchased for £980 in 2007, now trades at £2,500 on the open market.
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"The champagnes left to age become scarcer, leaving the great vintages of the most prestigious champagnes with genuine investment potential," added Boom.
Boosting investor interest in champagne is the fact that interest in Bordeaux wine - wine produced in the region of Bordeaux, France - slumped in 2012, increasing investor appetite for diversification and therefore champagne, the firm said.
It added that Bordeaux remains the bedrock of wine investment portfolios.
— By CNBC's Katie Holliday: Follow her on Twitter @hollidaykatie