Berry Bros. & Rudd (BBR) is aiming for double-digit growth in 2024, driven by a growing interest in fine wines and spirits across Asia, according to Charlie Rudd, a fourth-generation family member and the company’s leader in the region.
Rudd, speaking to Epicure, highlighted that the increasing passion among Asian consumers for both drinking and collecting high-quality wines is fueling the company’s expansion. Established 25 years ago, BBR’s first Asian office in Hong Kong has since played a key role in the company’s regional strategy, with Singapore also becoming a vital market after its branch was set up in 2012.
Reflecting on the rapid growth of the Singapore market, Rudd noted, “The market in Singapore has come a long way in a short space of time and is now operating as a regional hub across Southeast Asia.” Singapore’s small size—home to 5.9 million people within just 719 km²—makes it critical to provide excellent service, he added. The close-knit nature of the market, where customers are often just “two degrees of separation” from each other, means that word spreads quickly. “With such a close network of collectors, colleagues, and friends, trust and proof of concept, exceptional service from soil to sip become extremely important,” Rudd explained.
Despite the optimism in Asia, BBR has faced challenges globally. In recent months, the company entered redundancy consultations with 30 staff members due to tough market conditions and increases in National Insurance contributions in the UK.
However, Rudd pointed to opportunities in Asia, notably in Bangkok, which has seen a reduction in wine tax in early 2024, potentially opening new doors for the company.
In addition to its market expansion, BBR announced plans to launch a new auction arm in October 2024. Geordie Willis, Director of New Ventures at BBR, shared that both the UK and Asia will be key markets for the new venture, which will utilize an online auction format aimed at attracting a global audience.
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