Brand Tone

Confident, approachable, and heritage-rich

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Community
• •Heritage & Independence
• •Innovation
• •Conviviality and Creating Memories
• •Social Inclusion and Openness

Best Practices

• •Embrace the Coastal Heritage: Consistently weave in the Southwold and Suffolk coastal identity – it’s a unique and authentic part of the brand story.
• •Balance Tradition with Innovation: Highlight Adnams' long history and craftsmanship while also showcasing its forward-thinking approach, especially in sustainability and new product development.
• •Speak with Approachable Confidence: Use clear, engaging language that reflects quality and expertise without being exclusive or overly technical. Let the passion for brewing, distilling, and community shine through.
• •Champion Sustainability Authentically: Go beyond just stating green credentials; tell the stories behind Adnams’ sustainable practices and their impact, making it relatable and genuine.
• •Foster Conviviality and Connection: Write copy that invites conversation and paints a picture of shared experiences, aligning with the value of creating memories. Ensure messaging promotes inclusivity and respect.

Social Perception

Customers and the public generally perceive Adnams as a reputable brand with a strong heritage, commitment to quality, and significant efforts in sustainability and community support.

Copy Examples

• •Headline (for a new sustainable initiative): Brewed with Passion, Powered by Nature. Discover our latest step towards a greener pint.
• •Social Media Post (for Ghost Ship Pale Ale): Tales of the coast in every sip. Our legendary Ghost Ship – crafted in Southwold, enjoyed everywhere. Where will your Adnams adventure take you today? #Adnams #GhostShip #CoastalBrewing
• •Product Description (for Copper House Gin): From East Anglian grains to your glass. Our Copper House Gin is a testament to 150 years of distilling know-how and a spirit of innovation. Experience the distinctive quality of Adnams.
• •Website Banner (promoting local sourcing): Rooted in Suffolk. For generations, we've believed in the best of East Anglia. That's why our ingredients are sourced locally, supporting our community and ensuring the freshest flavours.
• •Email Subject Line (for a seasonal beer): A Fresh Catch from the Coast: Taste the [Season] with Adnams.