Majestic Wine is to scrap its six bottles rule as it steps up its battle with the supermarkets.

Britain’s biggest wine specialist has made the change after a trial in 23 of its 211 stores.

It first began selling wine in cases of 12 and switched to six bottle cases when supermarkets began eating into its market.

Affluent customers were drawn to discounters such as  Lidl and Aldi after both began selling quality wine at cheaper prices. As other supermarkets followed suit Majestic has been forced into a rethink.

Chief executive Rowan Gormley arrived this year and has instigated the change to selling single bottles and focusing on customer service. He said customers found its offer confusing. Majestic will now offer discounts to those buying six bottles.