Berry Bros & Rudd is opening a new retail store opposite St James’s Palace as it aims to position itself as “a one-of-a-kind destination for wine and spirits in the heart of London”.

The new store will offer 1,000 wines and spirits on display, a 300-strong fine wine reserve and a rotating selection of 24 products available on Enomatic machines for sampling at the push of a button.

It is located a stone’s throw from Berry Bros’ existing shop at No.3 St James’s and can be accessed directly from that store.

The front entrance, however, is on Pall Mall, opposite the palace and 67 Pall Mall, the private members’ club with strong ties to the wine trade.

It is part of an ongoing redevelopment of Berry Bros presided over by chief executive Dan Jago.

He said: “Expanding our footprint on this special corner of St James’s builds on our legendary customer proposition and helps cement our role as the UK’s most highly regarded and long-serving wine merchant.

“With event spaces, consultancy rooms, private dining, wine education and now a modern retail outlet, Berry Bros. & Rudd is truly a one of a kind destination for wine and spirits in the heart of London.

“No.3 St James’s Street will remain the front door to the business. Although it is closing briefly for refurbishment, when it reopens on June 12 we look forward to receiving customers there once again.

“After more than 300 years on the same site a lot has changed at Berry Bros. & Rudd. We have continued to innovate and develop our offering in keeping with the times to ensure we remain a relevant, modern and progressive wine and spirits merchant. We look forward to welcoming old friends, as well as new customers, to 63 Pall Mall.”

BBR’s office at No.3 St James’s Street, which was converted for retail in 1994, will revert to its original role as a dedicated venue offering customers “wine-related services, events and advice”.

Chairman Simon Berry said: “When I first started working for the family business 40 years ago, No.3 St James’s Street wasn’t really a shop. It was known as the office and customers would come in to be greeted by one of the shop assistants and handed a price list. Wine was very much kept in the cellar.

“No.3 was never designed for retail, and that is why we’re all so thrilled to have this opportunity to open 63 Pall Mall. Designed specifically as a shop, our new space means we’ll be able to offer our customers better service than ever before.”

Architect Alex Mowat, founder of Mowat & Company, said: “Ever since 1698, Berry Bros & Rudd and their customers have found their place on the corner of St James’s street. Together they have kept this place alive by constantly evolving, changing and growing.

“We have designed the expanded store, upgraded cellars and restored consultation spaces to ensure this special place can last long into the future.”

BBR’s creative director Geordie Willis added: “Today’s fine wine consumer is as varied as the range of wines and spirits that we sell. Our expansion into Pall Mall will allow us to put the customer first, bringing the best elements of modern wine retail to an environment that complements and enhances our historic premises at No.3 St James’s Street. All supported by the exceptional levels of service that our customers have come to expect.”

The range at the new store will start at £10 and run up to several thousand pounds, featuring wines from more than 20 countries.

It promises a strong representation from of Burgundy and Bordeaux, mixed with gems from lesser-known regions in countries including Greece, Bulgaria, Croatia, Moldova, Cyprus, Israel and China.

Mark Pardoe MW, Wine Director at BBR and one of seven MWs in the team, said: “The wine range at Berry Bros & Rudd is a real treasure trove and for so long we have not had the opportunity to display it to its fullest. The new shop has given us all the opportunity to get involved, selecting our favourites, our customer’s favourites and wines that we are genuinely proud to list.

“The range will evolve over time, changing depending on the season, staff recommendations and fashion, but whatever your taste, we are certain that there will be something for everyone.”

The retail development at 63 Pall Mall is the latest in a line of recent developments designed “to enrich the unique experiences enjoyed by Berry Bros & Rudd customers”. In 2015 the company opened its Sussex Cellar, a dual level venue created for customer events, while last year a new private dining room and tasting room were opened on the second floor above No.3 St James’s Street.