Case Study: Berry Bros. & Rudd achieves record web visitors and managed product demand with Teradata's Digital Marketing Center

Berry Bros. & Rudd managed product demand and saw a record number of web visitors by moving to an individualised email strategy

Berry Bros. & Rudd, Britain’s oldest wine and spirit merchant (founded 1698) with a global presence, faced a modern marketing challenge: offering more than 4,000 wines—many with limited stock—made mass marketing ineffective and risked alienating customers with irrelevant emails. The company needed to match exclusive, limited-availability products to the right buyers by price, taste and location while avoiding email fatigue, so it turned to Teradata’s Digital Marketing Center for a more individualised approach.

Using Teradata’s platform to stream real‑time customer and web behaviour, Berry Bros. & Rudd personalized email, web and multi‑channel campaigns, ran automated A/B tests, controlled send speeds and built a tailored loyalty program. Within six months they saw record website traffic, improved engagement and transactions, and scaled to over 175,000 automated emails per month without increasing emails per customer—enabling better inventory management, stronger customer relationships and expansion into new market segments.

Berry Bros. & Rudd

Jonathan White

Senior Marketing Manager