Brand Tone

authentic, community-focused, responsible, and resilient

Brand Values

• •Sustainability and Environmental Responsibility
• •Community
• •Quality and Heritage
• •Independence and Innovation
• •Social Responsibility and Inclusion
• •Doing Things Right

Best Practices

• •Embrace Heritage Authentically: Always weave in the brand's rich 150-year history and Southwold/Suffolk coastal identity, but ensure it feels genuine and relevant to today's consumer, not just nostalgic.
• •Champion Sustainability Naturally: Integrate messages about environmental and social responsibility as a core part of the Adnams story, not as an afterthought. Show, don't just tell, how sustainability is embedded in their processes and products.
• •Maintain a Warm, Community-Centric Voice: Use language that reflects inclusivity, appreciation for customers and staff, and the importance of community. Highlight partnerships and local impact whenever possible.
• •Balance Tradition with Innovation: While respecting the past, also showcase Adnams' forward-thinking approach, whether it's new product development (especially in low/no alcohol), brewing techniques, or sustainability initiatives.
• •Be Transparent and Resilient: In addressing challenges or changes, maintain an honest and determined tone that reassures stakeholders of the brand's enduring commitment to its values and future.

Social Perception

Customers and the public generally perceive Adnams as a reputable, established brewery with a strong connection to Suffolk and a significant commitment to sustainability. Their beers are generally well-regarded. There's an appreciation for their community involvement and ethical stance. Recent financial struggles have been reported, leading to some concern about the company's future, but also highlighting its resilience and respected position in the industry. Many hope it will overcome these challenges without compromising its core values or being broken up by investors seeking quick profits. Trade partners appear to view Adnams as supportive and reliable. The brand is seen as traditional yet innovative, particularly in its sustainability efforts and adaptation to new market trends like low-alcohol beers.

Copy Examples

• •Headline (Sustainability Focus): Adnams: Brewing a Better Future, Pint by Pint. Our 150-year promise to Suffolk and the planet. Body: From the North Sea breeze that inspires our coastal brews to the local barley in every batch, Adnams is rooted in respect for our environment. We're not just making award-winning beers and spirits; we're pioneering sustainable practices to ensure our beautiful coast and communities thrive for generations to come. Taste the difference dedication makes.
• •Headline (Community Focus): More Than a Brewery. Adnams: The Heart of the Suffolk Community for 150 Years. Body: For us, it’s always been about more than just great taste. It’s about the people, the place, and the shared moments. Through the Adnams Community Trust and our commitment to local partnerships, every sip of Adnams supports the vibrant spirit of Southwold and beyond. Cheers to community.
• •Headline (Product & Heritage Focus): Adnams Ghost Ship: A Taste of Coastal Craft, Brewed with Centuries of Passion. Body: Inspired by the tales of the Suffolk coast and brewed with the same dedication since 1872. Our Ghost Ship Pale Ale offers a refreshing citrus adventure, a testament to our independent spirit and unwavering commitment to quality. Discover the legend in every bottle.
• •Headline (Values Focus): Adnams: Good Company, Great Beer, Strong Values. Body: We believe in doing things right – from sourcing the finest local ingredients to championing a sustainable future and fostering an inclusive culture. It’s this commitment that makes every Adnams experience, from our pubs to your home, truly special. Proudly independent, passionately brewed.
• •Headline (Resilience & Future Focus): Adnams: Navigating New Horizons, Steeped in Tradition. Body: The tides may change, but our commitment to exceptional brewing and our Suffolk home remains steadfast. As we innovate with exciting new brews like our Ghost Ship 0.5% and continue our journey in sustainability, we're raising a glass to the next 150 years. Join us.