Neil Griffin, general manager of the retail division of the Suffolk brewer, told OLN like- for-like sales were up more than 7% in 2014 across its 12 stores. He anticipated this would be “substantially higher” than other high street drinks companies.
He said: “We thought we would hit profit by the end of 2015, but have done it a year early. “Although we have been viewed as a small player we don’t want to be seen like that. We want to have a real go at it and shout about how great our shops are. The retail side has had some ups and downs in the past 10 years since we opened the stores, but we have closed some down and realigned what we are doing and are moving in the right direction.”
He added Adnams had trialled a number of new concepts last year, including pop-up shops, which it was looking to replicate. It also plans to open new Cellar & Kitchen stores with cafés to create “gastronomy centres”.
Griffin said: “We have earmarked the café element as the next step for Cellar & Kitchen, although it’s not just about the
idea of having a café. We are also looking at offering click- and-collect and tablets in-store to keep up with all the things customers want these days.
“We are looking to expand the beer and spirits ranges with more products and also some launches this year. For the first time we are starting to do price promotions and getting more commercial.
“But we find if we put our own award-winning gin or whisky at the front of the shop it tends to sell anyway. We also do price match with the supermarkets on our own products because people should be able to get them from us for the same.”