Berry Bros relaunches Basingstoke outlet27th May, 2014 by Gabriel Stone
UK wine merchant Berry Bros. & Rudd has revamped its Basingstoke retail outlet to create the Warehouse Shop, which opens later this week.
Originally used as a bottling hall, in 1995 the space was converted into an outlet for the London-based merchant, which has now redesigned the layout and introduced a larger wine selection.
All wines in the shop are offered at up to a 30% discount to their standard list price.
Following its relaunch, the Warehouse Shop will stock over 100 wines and spirits, priced between £5 and £40, although there will now be an increased emphasis on the upper end of this bracket. The shop, which is open seven days a week, will also now stay open until 8pm on Thursdays.
Outlining her team’s brief for the redesign, Caroline Keppel-Palmer of Urban Salon architects explained: “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 Warehouse Shop also features a separate fine wine room, as well as artefacts from Berry Bros.’ history, including an early 20th century bottle corker used by the company when, in common with most other UK merchants, it used to bottle estates’ wine for them.
An official opening event takes place this Friday, 30 May, attended by the mayor and councillor for Basingstoke, with Berry Bros. toasting the launch via a month-long offer on Pol Roger Champagne.
Recently appointed shop manager Stephen George explained: “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!”