Berry Bros. & Rudd launches new brand campaign

Berry Bros. & Rudd is encouraging potential wine collectors to ‘start with one bottle’ in a new brand campaign featuring people from the art, fashion and design world talking bout how they started their collections.

The campaign, which will be shared across its website as well as through targeted paid advertisements on social media platforms to reach a wider audience, aims to “build brand awareness, and achieve specific marketing goals” though bringing to life the joy of collecting to a curious millennial audience, it said.

“For many, the transition from wine lover to serious wine collector can be traced to a single bottle: one that marks a specific memory, or a certain important place in time,” Berry Bros. said, with the campaign designed to trace and celebrate those moments, and encourage potential collectors to think of what bottle they could start their own collection with.

It features three figures who are renowned in their respective fields, talking about the bottles that sparked their own collecting journeys. The first short film features art world expert and founder of  consultancy platform The Wick, Katy Wickremesinghe, who notes the “fantastic similarities between art and wine, and this idea of collecting”.

“We can look at a bottle of wine just as we would with a painting – they can all bring back a moment in time and evoke a sense of memory and meaning,” she said.

The second film sees husband and wife team Charlotte and Angus Buchanan, who founded  interiors, lifestyle, fashion and events design studio, Buchanan Studio talk about their own collecting, while Michael Hill, creative director of menswear brand Drake’s completes the trio of films.

Claudia Stebbings, head of marketing & experiences at Berry Bros. & Rudd said the company was “passionate” about helping people experience the joy of collecting wine and spirits and discovering those special bottles.

“Everybody’s collecting journey is unique and personal and our new brand campaign brings this to life by showcasing how tastemakers have experienced their own moment of discovery,” she said.

The campaign was developed in partnership with creative agency BIRCH.

Last month the company announced the “very difficult but necessary” decision to make around 30 positions – around 7.5% of its total staff- redundant on the back of the “extremely challenging global market conditions”  which includes hikes to employee NICs, IHT on business assets, changes to employment law, rising energy costs and the fall-out of the UK government’s duty reforms’ and  upcoming EPR legislation to, all against the backdrop of the fine wine market shrinking by around 30-40% in size since its peak.

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