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BBR relaunches spirits range and rolls out new ad campaign
Historic London wine merchant Berry Bros & Rudd has relaunched its spirits range with a new bespoke bottle and refreshed branding and, as it rolls out a new advertising campaign.
The new look bottles and branding, which were designed by New York based packaging design and branding company Stranger and Stranger, were inspired by the merchant’s historic shop front at No. 3 St James’s Street and features the famous arched windows.
The labels have also been tailored to show more details about the drinks inside as customers move through the price tiers – for example the entry level blended whisky’s give tasting notes on the front of the bottle and highlight the region, while the single malts provide details on the cask, cask number, the finish among other things.
Guy Pratt, Design Director from Stranger and Stranger said the premises were inextricably tied to the history of London. “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,” he said. ” In this way we were able to celebrate the brand and the home it has occupied since 1698 in a single mark.”
The new look rolls out today with the release of the merchant’s summer range, with the entire range being moved to the new branding over in the coming months.
BBR’s global brand manager of spirits, Sandrine Tyrbas de Chamberet, said the 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.”
The launch will be supported by a new communications platform, ‘Since 1698’, which focuses on the merchants history and “capturing the aspirational world of London’s style and elegance”, a spokesman said.
BBR said the relaunch represented an important step and came as the brand expands its appeal in international markets including China, Germany and the USA as well as across the UK.
Chairperson Lizzy Rudd said she was delighted to be opening a new chapter for BBR’s 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. This is a hugely exciting new chapter in our world of premium quality spirits We look forward to welcoming in more people from across the world to enjoy our fine spirits, each cask hand-picked by our team of experts,” she said.