Berry Bros revamps spirits range

London-based Berry Bros & Rudd has unveiled a new design for its spirits portfolio and launched a heritage-inspired campaign.

From today (6 July), the retailer has relaunched its spirits range in a new bottle created by design firm Stranger & Stranger. It is the company’s first bespoke spirits bottle and will be used across Berry Bros’ entire spirits portfolio. The new design draws on the company’s heritage, spirits expertise and location in London. The company was founded in 1698. Berry Bros’ shop windows at No.3 St James’ Street have been used as the main inspiration for the design. Guy Pratt, design director, 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.” The Summer Release 2021 line is the first to use the new design, and will be followed by the rest of the range. Furthermore, the brand has revealed a new communication campaign, called Since 1698. Berry Bros said the campaign marks an ‘important step forward’ for the firm as it seeks to appeal to markets such as China, Germany, the US and the UK. The advertising push features lifestyle films and images of a group of friends sipping whisky with a Berry Bros spirits expert. Berry Bros chairperson, Lizzy Rudd, added: "The new packaging and advertising draws upon and respects our heritage, whilst celebrating who we are and what we stand for today. This is a hugely exciting new chapter in our world of premium quality spirits.”