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Adnams redesigns core range of beers

Adnams, the Southwold brewery first established in 1872, has revealed refreshed branding and packaging for its core beer range. The redesign will apply to both on- and off-trade, as well as two new releases joining the brand’s beer portfolio.
The new designs take inspiration from the Suffolk coast, where the Adnams brewery is based, and have been created in collaboration with design studio CookChick and Norfolk-based artist Vanessa Sorboen. The beers each have a unique painting reflecting their story and place of origin, while being united by an overall look and feel. 
Fergus Fitzgerald, head of production at Adnams, explained: “There are two main aims of the redesign. Firstly, it allows us to bring all our beers back under one unified look. Beers like Mosaic and Dry Hopped have been two of our core beers for a while and whilst having a different look made sense in the early days, bringing them together again reflects the fact that our brewers use the same great quality ingredients and the same skill and dedication when brewing a beer, regardless of whether the recipe comes from 1872 or from 2024. 
“Secondly, the new branding really brings out that sense of place and connection to where these beers are made. The paintings tell the stories and showcase the beauty of the landscapes that inspired those beers. I hope that this reminds existing Adnams drinkers why they first fell in love with that beer, and that those who don’t know us so well see something in the waters to inspire that first sip.”
Adnams emphasises the importance of the cask category to its brand and British beer. The new design encompasses moulded pump clips, which according to Max Bond, Adnams sales director, “will create excellent stand out in pubs and will attract new drinkers to take a fresh interest in the cask category and taste beer at its best.”
The first of the redesigns to appear in the off-trade will be Adnams’ Broadside and Ghost Ship 4.5% pale ale bottles, which will be available via the Adnams website and major supermarkets. The rest of the portfolio is expected to follow throughout April and May.
Also joining the refreshed portfolio are two new beers. Double dry-hopped IPA Big Skies and Belgian-style blonde beer Deep Seas will launch on 4 April. 

27 March 2024 - Lucy Schofield