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Adnams launches festive beer

Adnams launches festive beer

Adnams, the Suffolk-based brewer, has just announced the launch of Innovation - a distinctive, celebration beer.  This limited addition beer is the perfect stocking filler for any beer lover.
Innovation has been brewed to celebrate the completion of the new Adnams brewery and the steps it has taken to reduce its impact on the environment. Incorporating the latest in Huppman technology, the Adnams brewery is highly energy-efficient and features a heat condenser that recovers steam previously released into the atmosphere, which is then used to heat the following brew.

Jonathan Adnams, Executive Chairman of Adnams, commented, “Combining our inherent brewing expertise with innovative production techniques, we have produced a stunning new beer to mark this occasion. The beer has all the hallmark features you’d expect from Adnams. Innovation is intriguingly hoppy and golden in colour, and with an ABV of 6.7% it is a beer to savour. Brewed with Maris Otter barley and malted wheat, Styrian Goldings and Columbus hops, Innovation has an assertive grapefruit and herbal bitterness balanced by a subtle sweetness.”

He continued, “We are incredibly proud of our new brewhouse. Within the walls of a Victorian building in the heart of Southwold is possibly the most energy-efficient brewery in the country. This beer is a celebration of innovation and, of course, very good beer from the coast.”

Adnams and Cookchick Design realised the importance of creating a beer that looked and felt special, to enhance its status as a limited edition.  The result is an innovative-looking, limited edition bottle embossed with the Adnams’ story. Each of the first 7,000 bottles has an exclusive identification tag, is individually numbered and carries the signature of Jonathan Adnams, which will increase the desirability of the bottles.

To maintain the celebratory message, Adnams originally wanted to emboss the whole glass bottle. However, this was difficult because of the limited production run, so a technique called ‘tactile printing’ was utilised. In the past, bottle labels have been produced using a small element of tactile ink, but this was the first attempt to cover the entire label with the treatment to mimic the effect of the bottle glass being embossed. The highly successful result is an impressive-looking, very collectable bottle.

Like all Adnams beer bottles, Innovation is made using 34% less glass. The benefit of this is that Adnams’ creates far fewer carbon emissions in the manufacturing process – resulting in a saving of 415 tonnes of CO2 per annum – which, in turn, means lower fuel usage due to lighter transportation. The bottles are also 100% recyclable and capable of being re-melted to produce new glass containers, time and time again.

The beer will be available in two formats: a single gift packed bottle and a presentation case of eight bottles. The gift packs are available through Adnams’ Cellar & Kitchen stores, as well as from Waitrose stores nationwide from the end of November.


For further information please contact: Victoria Usher or Jennifer Sheldon at Westgate Communications on 01732 779087

About Adnams Plc
Adnams, the brewer and leisure retailer, is an independent values-based business committed to a sustainable future. It has been brewing from its base at Southwold on the Suffolk coast for over 100 years.  The company has an estate of 80 pubs, two bespoke hotels and a chain of successful high quality wine and kitchenware stores.

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