The difference in price has been given to him as a voucher - which he can only spend in Sainsbury's.

"I don't know what I'm getting now to be honest", said Mr Coysh. "I haven't checked my credit card bill but I had ordered, paid and checked out. If I don't get the deal then I am going to tell them to take it away."

"You don't expect a company like Sainsbury's to behave like this. Either they have got the bottles in stock or they haven't. I have never known anything like it."

The email sent to customers on Tuesday said: "Due to unprecedented demand the Taste The Difference Prosecco you ordered is no longer available on the promotion price of £7.50.

"This means you will be charged the full price of £10 minus any discount that might apply, for example buy 6 bottles of wine and save 25%.