The Challenge

Southwold brewers and distillers Adnams sells their beers and spirits through supermarkets, off-licences and online retailers, but only in their own stores located across East Anglia can the strength of the Adnams brand be truly appreciated. Only here can the full Adnams range be browsed or samples of their spirits tasted, compared and discussed with expert staff. A fine selection of wines complements the company’s own products. Branded merchandise ranging from bar accessories to glass and stoneware quietly reflects the confident Adnams brand. An Adnams store is a destination not only for drinkers buying for personal consumption, but also for discerning gifters.

While a bottle bought from a supermarket can be put into an off-the-shelf bottle bag to create an acceptable gift Adnams wanted their stores to deliver an enhanced customer experience.

A complimentary giftwrapping offer made sense. It needed to feel natural in this setting, as though it had always belonged behind the counter. And it had to be efficient. Staff should be able to present a bottle beautifully in moments, without fuss or delay. The giftwrapping should also reflect the strong, confident Adnams brand.

“Working with Kudos was a smooth and straightforward process. Ronnie took the time to fully understand our product requirements and expectations, then sourced exactly what we were looking for in a highly professional manner”.

– Toni Binns, Adnams Southwold

The Solution

Kudos proposed a set of three bespoke pieces, each with a clear purpose. Any one of the three suggests thoughtfulness. Together, they create a refined presentation that feels considered rather than impulsive.

The Gift Tube

Formed from substantial white board and colour-washed in Adnams’ distinctive blue, the gift tube carries the logo in reverse white, clean and confident. There is no excess detail. The finish is calm and precise, and the same white is carried into the tube’s interior.

Its slightly broader proportions give it weight in the hand and allow it to comfortably accommodate any bottle in the spirits range. The structure protects the contents properly and presents them with the poise of a case rather than disposable packaging.

It is more versatile than the conventional bottle tube design used by other distilleries, and can also be used to giftwrap products from the Adnams merchandise range. If a customer wishes to gift a selection of items – for example, a full set of bar accessories – the tube is the perfect solution to presenting them as a unified gift.

The design and permanence of the gift tube also increase the likelihood of it being repurposed for storage or display, long after the gift has been received – a win for Adnams, as it prolongs its brand exposure.

The Pull Bow

The pull bow brings efficiency without compromising appearance. At first sight, it appears to be a simple satin ribbon. However, single pull gathers it into an ornate bow with neat tailsthat can be used to attach it to the neck of a bottle. The transformation is immediate and consistent, every time.

Finished in ‘Adnams Blue’ with the logo in white, it is secured in seconds, achieving a crisp, polished presentation that would otherwise take time and practice. The process stays smooth, even at busy tills.

The Gift Tag

Printed in the same restrained palette, the gift tag offers a discreet space for a name or short message. Nothing elaborate. Just enough to personalise the gift without disturbing the overall aesthetic.

It’s a small detail, yet it changes the tone of the transaction. The purchase becomes a present, prepared with care.

The Result

The impact of this simple yet coordinated giftwrapping has been clear from the outset.

For staff, the system is straightforward and quick to learn. Purchases are wrapped efficiently, queues continue to move, and the finish remains consistently professional.

For customers who love the Adnams brand, the exclusive giftwrapping proves to the recipient that their gift has been chosen and prepared with care, rather than a hastily chosen purchase from a supermarket shelf.

Most importantly, the service reinforces what customers already value about Adnams. Purchases leave the counter looking composed and considered, in keeping with the surroundings. It strengthens the sense that buying in-store offers something that cannot be replicated elsewhere, and it encourages shoppers to return when the occasion calls for a proper gift.

The Testimonial

“Working with Kudos was a smooth and straightforward process. Ronnie took the time to fully understand our product requirements and expectations, then sourced exactly what we were looking for in a highly professional manner”.

– Toni Binns, Adnams Southwold