London’s oldest wine and spirits merchant, Berry Bros & Rudd, has relaunched its entire spirits portfolio with a striking new bottle design and updated branding as it positions itself for growth in both the UK and international markets. The redesign coincides with a new advertising campaign under the platform ‘Since 1698’, celebrating the brand’s deep heritage and timeless British style.

The refreshed packaging was created by New York-based design agency Stranger and Stranger, drawing direct inspiration from Berry Bros & Rudd’s historic home at No. 3 St James’s Street. The custom bottle incorporates the building’s iconic arched windows into the base of the glass, evoking both architectural and classic spirits glass elements.

Design inspired by tradition and craftsmanship

Guy Pratt, Design Director at Stranger and Stranger, said the shop’s iconic facade served as the foundation for the new look. “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,” 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 label redesign also reflects the merchant’s tiered offering. Entry-level blended whiskies now feature tasting notes and regional information on the front label, while premium single malts include detailed cask specifications, finish, and cask number—giving connoisseurs more insight into the spirit’s provenance and complexity.

A global outlook with British flair

The rebrand comes as Berry Bros & Rudd looks to expand its spirits appeal in key markets including China, Germany, and the USA, while also reinforcing its position in the UK. The relaunch begins with the merchant’s summer range and will be rolled out across the entire spirits collection over the coming months.

Sandrine Tyrbas de Chamberet, global brand manager of spirits, said the update was designed 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 ‘Since 1698’ campaign seeks to blend historical prestige with modern sophistication, capturing “the aspirational world of London’s style and elegance,” according to a spokesperson.

A new chapter for a historic brand

Chairperson Lizzy Rudd welcomed the relaunch as an exciting evolution for the brand’s celebrated spirits line. “The new packaging and advertising draws upon and respects our heritage, whilst celebrating who we are and what we stand for today,” she said. “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.”

Founded in 1698, Berry Bros & Rudd has long been synonymous with quality and tradition in the drinks industry. With this rebrand, the merchant signals its intention to honour its legacy while engaging a new generation of global spirits enthusiasts.