Brand Tone

Authentic, Proud, Approachable, Convivial, Knowledgeable, Passionate

Brand Values

• •Sustainability as a Core Tenet
• •Heritage and Tradition
• •Quality and Craftsmanship
• •Community and Social Responsibility
• •Innovation and Evolution

Best Practices

• •Always Anchor to Southwold: Use the brand's coastal Suffolk home as a constant reference point. Whether talking about history, ingredients, or inspiration, rooting the narrative in this specific place reinforces authenticity and heritage.
• •Weave Sustainability into the Story: Don't just list eco-credentials. Connect sustainable practices directly to the product and the brand's philosophy. For example, "Our energy-efficient brewery means every pint of Ghost Ship is crafted with care for our coastline."
• •Use an "Approachable Expert" Tone: Share knowledge about beer, wine, and spirits with passion and clarity. Avoid overly technical jargon. The voice should be that of a friendly, trusted guide who is eager to share their craft.
• •Sell the Moment, Not Just the Product: Focus on the experience the products enable—conviviality, conversation, and creating memories. Use language that evokes feelings of togetherness, relaxation, and celebration.
• •Balance Heritage with Innovation: Juxtapose the brand's long history with its modern outlook. For example, mention a beer recipe that's over a century old in the same context as the cutting-edge technology used to brew a new low-alcohol version. This shows the brand is evolving, not stagnating.

Social Perception

Adnams is perceived as a high-quality and respected brand with authentic, rooted products. It is recognized as a leader in sustainability and seen as a traditional yet evolving company.

Copy Examples

• •Some things are worth preserving. The salty air of the Suffolk coast. The character of a proper pub. The crisp, refreshing taste of a pint brewed here in Southwold since 1872. This is more than just a beer; it's a taste of our home. #Adnams #Southwold #BeerFromTheCoast #Since1872
• •Introducing 'Harbour Haze' IPA. Brewed with a forward-thinking blend of Citra and Nelson Sauvin hops, this juicy IPA offers waves of tropical fruit flavour. It’s crafted in our energy-efficient brewhouse, using locally sourced barley, because we believe a great beer shouldn't cost the Earth. A modern taste, born from a 150-year commitment to craft and sustainability.
• •Headline: "A Greener Way to Gather This Autumn 🍂" Snippet: "Hi [Name], as the evenings draw in, make your moments matter. Discover our autumn beer and wine collections, perfect for sharing. Every bottle and keg comes from our continuing commitment to sustainability, from our lightweight glass to our rainwater-harvesting green roof. Good times, made thoughtfully."
• •The best moments are shared. Whether it's a Ghost Ship Pale Ale for the grown-ups or our award-winning Ghost Ship 0.5% so everyone can be part of the occasion, Adnams is made for getting together. Brewed on the Suffolk coast for generations of families to enjoy. Find your new favourite for your next gathering.
• •Our story started in Southwold, on the Suffolk coast, with a belief in doing things the right way. For over 150 years, we've been fiercely independent, which has allowed us to innovate while honouring our heritage. We look out to sea and see a world of possibilities—a future where we continue to craft exceptional beers, spirits, and experiences that bring people together, all while protecting the world we share.