Bollinger’s UK distributor Mentzendorff filed the letter against the advert, promoting Folc, which read: “None of the same old Bollie … It’s not champagne, it’s pink champers.”

Folc co-founder Tom Cannon told The Caterer: “The advert was intended as a bit of British wit, celebrating English sparkling wine and having fun with the language around Champagne.

“We were surprised by the aggressive response from Bollinger’s distributor, Mentzendorff, particularly given the advert was clearly playful and not intended to mislead anyone. Given the size of our business, we don’t have the resources to pursue a legal battle.”

Victoria Symons, partner at UK law firm Cripps, added: “What’s fascinating is that one of the world’s biggest champagne houses seems genuinely rattled by what’s happening in the English wine trade.

“As demand begins to outstrip supply, however, smaller producers face mounting financial pressures without meaningful government support. It’s time the Government recognised this homegrown success with real backing in the next Budget through tax breaks and support that would let English wine continue to thrive.”