The London wine seller’s new shop manages to exude refinement and remain authentic while catering for most budgets on the vino consumer spectrum.

20170530 142946

20170530 142946

The ceiling is made from wine barrels

Berry Bros & Rudd has been in operation as a wine merchant near Pall Mall since 1698 (it started life selling coffee and spices), but has only had a shop proper, with wine on display, since 1994.

Since late May, however, the store has occupied new premises at 3 St James’s Street, which have enabled it to double the number of wines it has on view and to accommodate 8,000 bottles on the sale floor.

This is a grand establishment, and the expectation exuded by the tasteful and sober surroundings (fitted out by Cumberland Construction) – including a ceiling fashioned from deconstructed barrels from a southern French château – is that things will be top-end.

Yet the best-selling bottle in the store, the house claret, is very affordable at £9.95. There is, naturally, a ‘Fine Wine Reserve’ with bottles for sale at upwards of £10,000, but this is a store that really does cater for all pockets.

More to the point, it has avoided the trap of becoming a Disneyfied house of wine that looks good but somehow doesn’t feel authentic.