An Englishman in Champagne is trying to update the image of bubbly by reaching out to other markets, it has been revealed.

Jonathan Saxby, head of the Moutardier Champagne house, said in an interview with the Daily Telegraph that he prides himself on using the pinot meunier grape, often considered by aficionados as a "less noble" variety.

One of the challenges ahead of him is converting the brand from a traditional Champagne to a more modern, sellable image, he said.

"We need to work out how to move champagne forward," he told the newspaper, which in part means looking outside of Europe.

Mr Saxby added: "The French economy is in the doldrums, but USA seems to be picking up a little faster, and we hope Britain will follow.

It follows news that Champagne producers plan to increase production this year in anticipation of stronger sales, according to decanter.com.