Adnams keeps options open as it aims to ‘fill the gaps’ in estate

Adnams recently opened its fourteenth store, in Frinton, Essex.

“First and foremost, Adnams is a brewer and a distiller,” says Nick Attfield, the company’s director of properties, retail and events. “So there’ll be a strong focus on our beers and spirits. There will be a big range for own-label wines, across all sorts of different areas and price points, and a little bit of fine wine. And we’ll tailor our offer as we get to know the people of Frinton better.”

Attfield says that the company’s investment in digital technology over the past few years has enabled it to significantly understand its customers.

“We’ve done a lot more analysis; there are lots of customers all across our heartland of East Anglia,” he says. “I also look at the people that are staying in our hotels and visiting our pubs.

“You quickly realise that there are some great hotspots that we should be in. We can offer experiential shopping and we can deliver straight to a customer rather than through a big warehouse and third-party delivery.”

The flagship store at Southwold has an electric van and an electric bike for local deliveries.

So will Adnams venture outside of East Anglia with its retail estate? “Perhaps. That’s my honest answer,” says Attfield. “We opened in Bishop’s Stortford in midNovember and I’m looking at Essex.

“It’s where we can fill the gaps. We want to reach as many of our customers as possible. Talk to them, get people tasting our wines and coming to events. We feel that's the best way for us to represent our brand. Part of our strategy is to expand our shops portfolio over the next few years. But whether that is three or five or 15 or 20, I don’t know.”

Claire Harries