Champagne producers are ditching the traditional flute in favour of glasses usually used for white wine it is claimed.

Leading glassware manufacturer Georg Riedel told the Drinks Business that white wine glasses are now being used by Champenois, as they give the liquid more room to circulate, allowing the aromas and richness of the Champagne to develop more effectively than they can in a narrow flute.

"The Champenois are starting to serve their sparklers in white wine glasses as the larger surface areas give more aromas, complexity and a creamier texture," he revealed.

Another problem is that because flutes are smaller, many people often make the mistake of filling them to the top.

"Ideally, a flute should only be half full, or, better still, a third full in order to release a Champagne's aromatic potential," he said.

His company has now started developing bespoke glasses for the Champagne houses, taking the traditional flute style and opening it out into a shape more comparable to white wine glasses.

"Our new glasses don't look anything like a traditional flute. They're much bigger and rounder," Mr Riedel added.

Looking further afield, Mr Riedel is hoping to take advantage of the growing wine market in China by pushing his glassware in China. He doesn't think Chinese drinkers will take issue with the idea of buying different glasses for the various types of wine.

"Contrary to what has been said, the Asian palate doesn't differ from the Western palate. Wine is new to them, but they understand it," he added.

"You start life as a milk drinker, then you evolve. An understanding of the complexities of wine comes with a certain age. It's a celebration, and people love to toast in Asia."

Pierre-Emmanuel Taittinger, speaking at the Taittinger Comtes de Champagne Masterclass in London, recently suggested that the Champagne market has, in the last two to three years, entered its third "great phase of growth".