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Berry Bros. & Rudd announces spirits range relaunch

Berry Bros. & Rudd has launched its summer 2021 spirits range with a bold new look.

The spirits bottler and producer has drawn on its heritage, expertise and location in central London for the redesign, which includes a new bottle and communications platform.

Operational for more than 300 years and the holder of two Royal warrants, Berry Bros. & Rudd is a stalwart of the UK wines and spirits scene. Its new branding is centred around the year of its founding: 'Since 1698'.

The new bottle, designed by Stranger and Stranger, will be the company's first bespoke spirits bottle in its history and is inspired by the shop windows in its St James's Street home.

It will be used across the entire Berry Bros. & Rudd spirits portfolio, with different levels of detail provided on the labels at different price ranges. The Summer Release 2021 will be the first to use it when it is released in July, with the rest of the range to follow.

Guy Pratt, design director at Stranger and Stranger, said: "The premises on St James' in the heart of London's West End is inextricably tied to the history of old London and the host of famous and extraordinary people who have passed through its doors.

"It was the famous arched windows of the facade that provided a way to express the merchant's prodigious spirit credentials within the mould of the bottle itself; added to the base of the bottle they echo both the iconic facade and the scalloped decoration you might typically find on a heavy spirits glass. In this way we were able to celebrate the brand and the home it has occupied since 1698 in a single mark. 

"For appreciators of fine spirits who unfortuantely cannot visit the shop itself, Berry Bros. & Rudd has just brought the shop to you!"

The new communication campaign, 'Since 1698', will feature dramatised video and images of groups of friends enjoying a glass of whisky with Berry Bros. & Rudd spirits experts, within its St James's Street premises. The company hopes the campaign will help to grow its appeal in markets such as China, Germany and the US as well as the UK.

Sandrine Tyrbas de Chamberet, global brand manager for Berry Bros. & Rudd, said: "We are delighted with the result and we feel this new platform is the perfect way to bring Berry Bros. & Rudd to life.

"Our aim was to showcase our trusted expertise and aspirational British style in a warm and friendly manner, welcoming friends of today, whilst respecting our veritable heritage."

Berry Bros. & Rudd chairwoman, Lizzy Rudd, added: "I'm delighted that after over 300 years, we are opening another new chapter for our prestigious spirits range. The new packaging and advertising draws upon and respects our heritage, whilst celebrating who we are and what we stand for today."

6 July 2021 - Bethany Whymark