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Adnams signs partnership deal with Cheers Global

19 September 2024 By Jessica Mason

Adnams has signed a deal with Cheshire-based Cheers Global to give the business exclusivity on all of its products in 20 markets worldwide.

Speaking about the deal, Bradley Adnams, who is responsible for international development at Adnams explained that Cheers Global’s “extensive knowledge in beer exports” and “strong connections with leading importers and retailers across a diverse range of markets” made them “an ideal partner”.

Adnams, which was established in 1872 and is best known for its brands such as the pale ale Ghost Ship and Southwold Bitter, also produces ciders and spirits as well as operating 46 pubs, 13 retail stores and an e-commerce site.

Despite its successes, Adnams has, of late, struggled to find finances to support its business due to challenges faced by the brewing sector has beleaguered its prosperity and sent the industry into panic with concerns it would sell the business outright following news it was seeking guidance from advisors to raise new funding – a rumour Adnams quashed immediately. It has, however, insisted it will find a way forwards, and despite its boss recently stepping down, has vowed to update its shareholders and directors with plans for its future soon.

When describing the new export partnership in place for Adnams’ products, Cheers Global founder and managing director Craig Johnstone described Adnams as “an iconic brewery” that was “rich in heritage” as some of the reasons why he was drawn to the business.

Johnstone added: “With their recent rebrand, the timing couldn’t be better to expand and accelerate Adnams’ international distribution.”

Speculation over Adnams future as a viable business is still hanging in the balance awaiting updates, but industry sources have hinted that the company has set out to recoup smaller deals for portions of business it can use as an asset to support the core brewery.