Berry Bros revamps Basingstoke store

27 May, 2014

Berry Bros & Rudd has given its warehouse store in Basingstoke a makeover and it will reopen this week with a larger range of wines and spirits.

The shop started its life as a bottling hall before BBR converted it into a store in 1995 and 19 years later it decided the space needed refurbishing.

It has also been rebranded as Warehouse Shop rather than Bin End Shop. 

The store's new manager Stephen George said: “The new design will enable us to present a wider range and larger number of wines at myriad price points. A new look shop with fresh faces: it is an exciting time for us, and we hope for our customers too.”

The range will feature old and new world wines ranging from £5 to £100, with a greater focus on the fine wine bracket.

All the wines and spirits will be sold at up to 30% off.

Caroline Keppel-Palmer, of Urban Salon architects, was given a brief to create “an enjoyable and distinctive shopping experience that enables customers to browse, try new wines and receive advice from wine experts”.

She said: “The layout is intuitive so that customers can easily find what they want. Wine is displayed in their original wooden boxes to reflect the wine's provenance. Tasting tables are located under an avenue of 52 enamel lights along the length of the whole store enabling customers to try before they buy.

“The shop includes a separate fine wine room where the wine is displayed on elegant back lit wooden units under a distinctive slatted ceiling.

“The shop incorporates warm natural materials and uses a red highlight that reflects the primary red traditionally used on wine labels.

“Artefacts from the Berry Bros & Rudd archive are displayed throughout the store to reflect the company's heritage. This includes an early 20th century bottle corker from the company's original bottling plant which was located on the Basingstoke site.”

The store was closed from May 2 and will reopen on Friday, May 30.

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