Sotheby’s has a new way to toast itself after setting a world record price of $119.9 million for Edvard Munch’s “The Scream” — popping the cork on its own brand of champagne.

The venerable auction house is launching its own private-label champagne tomorrow for the collector set, but its bubbly is relatively inexpensive compared with the eye-popping millions Sotheby’s has been pulling in during its spring auction season.

The Sotheby’s champagne — at $29.95 a bottle and $69.95 for a magnum — will be sold exclusively at Sotheby’s Wine retail shop here and online at http://www.sothebyswine.com.

The bubbly is made by France’s R&L Legras, a wine producer for top French eateries since 1808.

“We will be serving it at Sotheby’s events in New York, London and Hong Kong, and I will also be drinking many a bottle at home, too,” said Jamie Ritchie, a Sotheby’s wine expert.

One good spot to start is at another round of in-house celebrations at Sotheby’s for its historic sale three days ago of “The Scream,” the 1895 pastel by Norwegian artist Munch that has in the years since its creation become a universally recognized representation of the angst of the modern era.

The version sold by Sotheby’s had been owned by Norwegian businessman Petter Olsen.

The sale broke the record of $106.5 million set in May 2010 for Pablo Picasso’s “Nude, Green Leaves and Bust.”