How should leaders prepare to succeed in an impossible-to-predict world?

Elizabeth (Lizzy) Rudd is the Chair of Berry Bros. & Rudd, Britain’s oldest wine merchant.

Founded in 1698 at number 3 St James street in London, the company still occupies the same address 327 years later. But today, it offers more than 1,500 SKUs and stores more than 1.5 million cases of wine in a state-of-the-art warehouse in Hampshire. They also have offices in Tokyo, Hong Kong and Singapore, and sell to customers in more than 100 countries.

After more than three centuries, there aren’t many changesthat Berry Bros & Rudd haven’t seen. The company has survived wars, riots,geopolitical turmoil, the Great Depression and more minor recessions.

From their investment in regenerativeviticulture to the huge budget they allocate to digital transformation, Lizzy Rudd, the Chair, explains how the company is planning to thrive through yet another challenging time.

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