Jonathan Adnam

Jonathan Adnam chairman, Adnams (41)

Why he is on the list:

Taking an environmental stance has given Adnams, one of the oldest brewers in the land, a high profile with today's consumers. As the boss of the family-run company, Jonathan Adnam upholds the traditions of the company while simultaneously taking a pioneering stand through green initiatives and the company's Cellar & Kitchen retail concept. Such developments have moved the brewer out of its Suffolk heartland and given it a national profile.

What the past year has held:

What a difference a year makes. Twelve months ago things were looking very buoyant indeed for the brewer, which announced in April 2008 it was planning on doubling its operating profit in five years and opening 30 new Cellar & Kitchen style stores by 2012.

However, in April of this year Adnams reported a 63% drop in operating profits and warned things may get even worse.

Challenges ahead:

Reassuring jittery shareholders off the back of a dire set of results will be Adnams biggest challenge in 2009.

Last month shareholder the Guinness Peat Group called into question investments such as a new £8m modernisation programme at the brewery and a £6m distribution centre.

It is hoped that the cost savings the green initiatives deliver, along with a strategy to dispose of under-performing pubs and holding its on-trade prices throughout 2009 despite duty increases, will reap rewards sooner rather than later.