Berry Bros. & Rudd, Britain’s oldest wine and spirits merchant, has partnered with Tryzens to modernise its global digital commerce ecosystem and support its international growth ambitions.

The new Berry Bros. & Rudd platform is now live following eight months of intensive collaboration and delivery and follows on from the successful launch of its first US storefront, which went live in November 2025 to support the physical expansion of the business into the United States.

Founded in London in 1698, Berry Bros. & Rudd has grown from a small coffee shop into one of the most respected and well-known wine and spirits businesses in the world.

Still family-run, the company is known for its historic cellars, exceptional service, and longstanding role as an official wine supplier to the British Royal Family. Its customers have included cultural icons such as the poet Lord Byron.

Delivering new digital foundations and unlocking new markets

Berry Bros. & Rudd has been an innovator throughout its long history. Today this pioneer in fine wine services is upgrading its digital capability to leverage its historic foundations for the expert supply, storage, and management of fine wine through their stores and cellars, and enabling the expansion of services to new clients and markets.

The newly launched composable offering represents a major transformation programme, involving multiple technologies, complex integrations, enhanced customer experience and a large-scale data migration effort.

At the heart of the transformation is a modern, scalable commerce architecture designed to replace aging and fragmented systems.

The new ecosystem enables Berry Bros. & Rudd’s teams to better serve customers while simplifying journeys across direct-to-consumer (D2C) commerce, managed cellar accounts, and its fine wine exchange, BBX.

The new technology stack includes:

• Adobe Commerce as the core commerce engine
• Alokai powering the storefront experience
• .NET services supporting cellar management capabilities and associated Android and iOS applications
• Akeneo for product information management
• Algolia for search
• Amplience for content management

The result is a modern, composable platform designed to upgrade service capability, reduce technical debt and the cost to serve, and future-proof the business so it can adapt more quickly to emerging technologies, including AI.

Major data migration milestone to protect knowledge and experience

One of the most significant achievements within the programme was the successful migration of Berry Bros. & Rudd’s extensive historical data.

As part of the transformation the team migrated more than 300,000 customer records and nearly 4 million orders, alongside accounts, addresses, payments, consignments, billing documents, saved cards, gift cards, and many other associated records.

Berry Bros. & Rudd’s data model is highly complex, with interconnected customers, multiple order types, and historical records dating back to the early 2000s.

Data migration was one of the organisation’s primary risks to manage in this transformation project, making the successful outcome a major milestone achieved.

Expanding into the US market

Alongside the core transformation, Berry Bros. & Rudd has also launched its US business, including its first wine merchant in Washington DC, and a US storefront.

Built on Shopify and supported by Shopify POS, the new site delivers a streamlined, fast-to-market experience that consolidates a 1,000-SKU catalogue while supporting delivery in compliance with US state laws.

The site also enables a range of customer services, from click and collect to cellaring services and wine tasting events.

Modernising the digital experience

The transformation programme was designed to modernise every part of the customer experience, from buying wine to drink now through to long-term cellaring and investment.

This shift gives the brand a faster, more flexible foundation that supports global expansion while simplifying day-to-day operations.

Optimising the core business processes also included significant improvements to the customer account area, where the My Orders and My Payments section were enhanced and simplified to make actions clearer.

New storefront capabilities include:

• Buying wine for immediate delivery, storing in the merchant’s cellar, or purchasing ‘en primeur’ wine.
• Listing wines for sale on Berry Bros. & Rudd’s exchange marketplace (BBX) and the ability to create and accept bids as well as sell wine back to the merchant.
• Joining Cellar Plan, a wine collection service that includes expert guidance and exclusive events.
• Booking events, tastings, and corporate rooms with dedicated support.

Why Berry Bros. & Rudd chose Tryzens

The iconic wine and spirits merchant selected Tryzens to take over the project based on our reputation for collaboration and driving results with a track record of successful, on-time and on-budget delivery.

With a joint passion for the vision of Berry Bros. & Rudd and an aligned culture around collaboration, commitment, and pragmatism, the teams are well-integrated and work as one entity.

The project had the added pressure point for a tight delivery window. Tryzens was able to demonstrate its experience and capability in handling technically complex enterprise transformations, particularly in cases where legacy systems, multi-vendor landscapes, business process transformation, and data migration were critical facets of the programme.

As a market leader in global branded commerce, Tryzens bring deep experience across the end-to-end digital commerce ecosystem, with proven success in delivering composable architectures, and helping clients leverage the opportunity from modern global trading operations.

Equally important, Tryzens brought accountability, strong governance, commercial understanding, and hands-on operational leadership that was necessary to assure progress on delivery and accelerate the time-to-value.