Berry Bros. & Rudd has launched House of 1698, a new private membership programme offering exclusive wine experiences, personal advice and access to some of the world’s leading producers and restaurants.
Launched on 12 October 2026, the new service marks a fresh chapter for Britain’s oldest fine wine and spirits merchant. It also reflects a growing focus on experiences, bringing customers together through wine, food and exclusive events.
Named after the year Berry Bros. & Rudd was founded, House of 1698 draws on more than three centuries of London heritage. The family-owned business has traded from No.3 St James’s Street since 1698.
What Is House of 1698?
House of 1698 is a private client membership programme designed around wine, spirits and shared experiences.
There are three membership levels: Green, Gold and Black. Each combines personalised advice with access to exceptional bottles, exclusive events and additional benefits.
Members can also enjoy experiences arranged with selected partners. These include renowned wine producers and leading restaurants.
Importantly, the new programme places greater emphasis on enjoying wine rather than simply collecting it. As a result, social events and opportunities to meet fellow enthusiasts form a central part of the offering.
Exclusive Wine Experiences and Private Events
House of 1698 builds on Berry Bros. & Rudd’s longstanding reputation for personal service and hospitality.
Speaking about the launch, Chair Lizzy Rudd highlighted the importance of bringing people together through wine and spirits.
“Some of the greatest pleasures of wine and spirits are the conversations, friendships and gatherings that grow around them.”
The new membership programme aims to create more opportunities for customers to discover wines, share experiences and build connections.
Meanwhile, partnerships with producers and restaurants will introduce members to new experiences beyond traditional wine buying.
Cellar Club Offers Another Way to Join
Alongside House of 1698, Berry Bros. & Rudd has introduced Cellar Club, a more accessible membership for wine enthusiasts.
The programme helps members build and enjoy their own wine cellars while developing their knowledge.
Benefits include access to specially selected wine releases, chosen by the merchant’s in-house Masters of Wine and buying team.
In addition, members can attend invitation-only supper clubs and meet winemakers and distillers.
Consequently, Cellar Club offers a more approachable entry point for customers looking to explore fine wine without joining the higher-tier private client programme.
More Than 300 Years of London Heritage
Founded in 1698, Berry Bros. & Rudd remains one of London’s most established luxury merchants.
Its historic home at No.3 St James’s Street continues to serve as the heart of the business. However, its customer base now extends across Europe, the US and Asia.
Private client teams operate in London, Dublin, Washington DC, New York, Miami, Houston, Hong Kong, Singapore, Tokyo and Taipei.
Meanwhile, customers can store their collections in the company’s specialist bonded warehouses in the UK.
The membership launch follows several recent developments. These include the appointment of Emily Rae and Rob Symington as Co-CEOs, the opening of its Washington DC business in 2025 and its move into fine wine auctions in 2024.
Together, these changes signal the company’s ambition to expand its international presence while maintaining its London roots.
How to Join House of 1698
House of 1698 and Cellar Club launched on 12 October 2026.
Those interested in membership can visit the Berry Bros. & Rudd website to explore the new programmes and enquire about joining.
