The challenges ahead

Related tags Adnams Beer Jonathan adnams

If Jonathan Adnams faces big new challenges next year, so too does his personable anointed successor Andy Wood. Currently sales and marketing...

If Jonathan Adnams faces big new challenges next year, so too does his personable anointed successor Andy Wood. Currently sales and marketing director, Wood joined Adnams in 1994 from Norwich Union, where he was involved in internal logistics. He won his spurs quickly and made the board in 2000, and has worked smoothly with Jonathan Adnams ever since, as he's rolled out "Beer From The Coast" and other initiatives.

One of his challenges will be developing the 84-strong pub estate, so that the Adnams brand values are reflected just as strongly and consistently there as in the beers. Already, annual investment in refurbishment and development is being increased by 25% to £1m a year. That money is being spent systematically in four or five pubs each year, mostly with a view to bolstering the rooms and food offers across the estate. Investment returns to date have been impressive.

Another problem he's currently grappling with, is how much latitude to grant a new, high-profile licensee across the creek at Walberswick who's just taken one of Adnams' four leases. Mark Dorber, who turned the ex-Bass and now Mitchells & Butlers White Horse at Parsons Green into one of the best and best known pubs in the country, wants to create a similar impact in Suffolk.

He's keen to offer a wider range of beers and wines at the Anchor than Adnams currently allows, and spirited discussions between Wood and Dorber are proceeding. Adnams' basic stance is that they already have an excellent product range, and that they like to retain a large influence on the style of operation. Their other licensees trade happily on that basis ­ and there's no shortage of takers whenever a pub becomes available. Dorber, however, believes great beers like Adnams' are further enhanced with other great beers alongside them.

Growing Bitburger, the classic beer of its German trading partner of the past 14 years, will be another challenge for Wood and his marketing manager, Steve Curzon. Although sales have grown by 74% in the past three years to 20,000 barrels, premium lager is a very tough market. It can be easier to get Bitburger Drive listed by the pubcos than its alcoholic brother. However, the giant German parent has confidence in Adnams' persuasive powers and has just signed a rolling 10-year contract, which allows for promotional continuity. Adnams is Bitburger's single largest export customer in the world, and the only one to get credit.

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