The supermarket said that BWS sales were up 12% in the three key trading weeks of Christmas compared to last year’s results.
A spokeswoman described the festive period as “really positive” for drinks sales, adding: “Sales of own-label wines were particularly strong, up 15%, following the launch of our new wine style guide in mid-November.
“This guide has landed really well with our customers who have grasped the concept and are enjoying exploring new wines with confidence.”
Sainsbury’s said that, in the last quarter of the year, spirits sales were up 13% year on year.
The spokeswoman added: “Etienne Dumont Champagne was the second highest taking product across the whole company during Christmas week, beating the usual best sellers, bananas and milk.
“Taste the Difference Vintage Cava was our best selling wine over the Christmas period.”