(Decanter) - London wine merchant Berry Bros & Rudd is celebrating a £25m bumper year for internet sales – with social media playing an increasingly important role in the company's business. Berrys’ web-based sales topped £25m during 2011, up 72% on 2010 as the company reaped the rewards from the launch of its online broking service, Berrys’ Broking Exchange (BBX). BBX, which allows customers to buy and sell wines held in Berrys’ UK bonded warehouse, outstripped the company’s own expectations, selling wines worth £13.2m during 2011, its first full year of operation following its launch in August 2010.