Berry Bros. & Rudd teams up with Edwards 1902 for martini pop-up
Britain’s oldest wine and spirits merchant teams up with a new-generation English vodka as Berry Bros. & Rudd hosts an after-work martini activation with Edwards 1902 this month.
When Berry Bros. & Rudd (BBR) opens its doors to a pop-up martini activation with Edwards 1902 later this month, it will bring together two very different ends of the British spirits spectrum – one defined by more than three centuries of history, the other by a new generation of English distilling. Yet while their timelines may differ, both brands are united by a shared emphasis on quality, provenance and craftsmanship, underlining how heritage and modernity can meet perfectly in today’s premium drinks market.
Taking place on Thursday 26 February from 4.30pm to 6.30pm, the one-day activation will see premium, Lincolnshire-based vodka brand Edwards 1902 take over the St James’s Street merchant for an after-work cocktail session, tapping into London’s increasingly popular “Thirsty Thursday” culture, where the city’s post-work drinks now rival Fridays.
“We are excited to host Edwards 1902 as part of our in-shop event, ‘Art of the Pour’ where we invite incredible brands & bartenders into The Spirits Shop in St James’s, once a month, to serve exciting cocktails for our customers to sip as they shop. The idea was born from us looking to showcase some of our amazing Spirits ‘in action’,” the wider team at BBR told db.
The collaboration has been brought to life NXUS Drinks, which is working with Edwards 1902 to build its presence in the UK market (a relationship previously reported by db as part of the brand’s wider London expansion strategy).
Why Edwards 1902? Quality, provenance and sustainability
For BBR, the decision to partner with a young English vodka brand reflects a broader evolution in how the 328-year-old merchant approaches spirits, experience-led retail and contemporary drinking occasions.
“It’s always exciting to see new producers entering the market, inspiring consumers — especially local producers using locally grown ingredients,” Zyon Wong, spirits shop manager at BBR told db. “Working in a B Corp business, I’m particularly pleased to see brands like Edwards 1902 prioritising sustainability at every step, from farming to bottling.”
Vodka, long associated with versatility and modern cocktail culture, offers a natural platform for that engagement. While BBR remains synonymous with fine wine and heritage spirits, the merchant has increasingly used activations and in-store experiences to introduce customers to high-quality, contemporary brands in a more relaxed and accessible way.
“Berry Bros. & Rudd has been around for 328 years, and even with that heritage, we work hard to engage new generations of drinkers,” Wong said. “Experience-driven activations like this one let us showcase high-quality, crafted spirits in a way that’s approachable and fun, while still reflecting the care and craftsmanship that’s always been central to what we do.”
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The Edwards 1902 activation will feature a classic martini serve, with additional cocktails to be confirmed, allowing guests to explore the vodka’s profile in a setting that bridges tradition and modernity. In other words, a fitting stage for a brand that has built its reputation on provenance, quality and a stripped-back, premium aesthetic.
At the heart of the collaboration is the liquid itself. Edwards 1902 is produced at Elsham Wold Distillery in rural Lincolnshire, using King Edward potatoes to create a smooth, single-variety English vodka. Its focus on small-batch production and local sourcing has already secured listings in Harrods, British Airways and Michelin-starred restaurants, as well as collaborations with leading on-trade names.
‘The tastiest English potato vodka I’ve come across’
That quality was central to BBR’s decision to list the brand, according to Rob Whitehead, spirits buyer for Berry Bros. & Rudd.
“As custodian of the Spirits range at Britain’s oldest spirits and fine wine merchant, it is an honour to discover new producers working with dedication and integrity to dovetail alongside the greatest names in the industry,” Whitehead said. “Matthew, Emma and the team are sharing their produce and story, from their base in rural Lincolnshire, whilst quietly making the tastiest English potato vodka I’ve come across!”
For Edwards 1902, the collaboration represents another significant moment of validation within the UK trade. Henry Tye, sales manager at Edwards 1902 said: “BBR are a real mark of credibility for a brand like ours. With centuries of experience, BBR have a reputation for working with the finest brands and best quality liquids available, it is a privilege for our flagship vodka to populate the shelves at No. 1 St James’s Street and serve some timeless martini’s in a timeless venue.”
For the merchant, the activation is as much about discovery as it is about cocktails. The event offers customers the chance to connect with the people, processes and stories behind modern spirits brands, without losing sight of the merchant’s long-standing commitment to quality.
“I hope guests leave with a sense of discovery — trying something new, understanding the craftsmanship behind Edwards 1902, and enjoying an experience that’s memorable and fun,” Wong added. “We want them to feel inspired to explore modern spirits, whether that’s recreating a cocktail at home or simply connecting with the story behind the brand.”
As premium spirits continue to evolve and diversify, collaborations like this highlight how heritage-led retailers and emerging producers can meet in the middle. By using shared values around craftsmanship, provenance and quality, brands and businesses have the opportunity to appeal to a more diverse audience of drinkers.
The Edwards 1902 x Berry Bros. & Rudd martini activation takes place on Thursday 26 February, from 4.30pm to 6.30pm, at Berry Bros. & Rudd, St James’s Street, London. This is not a ticketed event.
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