Digital & Direct: Adnams rolls out newsletter

Adnams, the brewer, has launched a bi-monthly consumer newsletter, created by Balloon Dog, promoting all branches of its business.

The company, which owns nine Cellar & Kitchen Stores, hotels and pubs, as well as producing wines and beers, will send the newsletter out to 11,000 customers, with a further 10,000 being distributed via its stores and hotels.

Adnams already sends out customer emails, but the bi-monthly newsletter has been set up in an attempt to improve sales.

Aimed at affluent professionals, the publication centres on the lifestyle of Southwold, the coastal town where the Adnams brewery is based.

Like most brewers, Adnams, faces a tough future as sales dive. The industry's decline has been attributed in part to the smoking ban, rising alcohol duty and the recession.

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