BREWING and leisure retail company Adnams has been officially named as a “CoolBrand” in an influential annual listing based on the views of consumers, style experts and personalities from the media, fashion and music industries.

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Among those helping to rate “coolness” this year were Radio 1 DJ Gemma Cairney, fashion blogger, Susie Bubble, hip-hop duo Rizzle Kicks, celebrity chef Gizzi Erskine, and musician, actor and director Plan B.

Co-ordinated by The Centre for Brand Analysis, the CoolBrands list, now in its 11th year, was drawn from more than 10,000 independently identified brands and whittled down into a shortlist of 1,200.

A panel of 39 influencers then scored each brand, bearing in mind factors such as style, innovation, originality, authenticity, desirability and uniqueness, before just under 3,000 members of the public gave their ratings.

The views of both the panel and consumers were then combined to produce the final list of the brands most highly rated.

Andy Wood, chief executive of Southwold-based Adnams, said: “This is a fantastic achievement for Adnams and we are delighted to be included in CoolBrands for the first time this year.

“We believe that our inclusion is a reflection of our innovative approach, the investment we have made in the Adnams brand and our long-term commitment to ‘doing the right thing’.

“I would like to take this opportunity to thank Adnams customers for their continued loyalty particularly those who rated us in this prestigious list.”

Stephen Cheliotis, chairman of the CoolBrands expert council, said: “Even in a recession a desirable reputation is vital, so being seen by opinion formers and the British public as a stylish attractive brand, is not only a great compliment but an indicator of success. Competition was fiercer than ever so achieving CoolBrands status is something Adnams can be truly proud of.”

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