How can a brewery make sustainability practical business strategy, not just good intent?

“Brewing depends on water, energy, agriculture, packaging, transport, hospitality and responsible drinking. So how might a regional food and drink brand turn sustainability into something practical, commercial and distinctive?”

University of Cambridge Institute for Sustainability Leadership / Business Sustainability Management

As part of the University of Cambridge Institute for Sustainability Leadership Business Sustainability Management course, Rich researched Adnams as an independent case study in sustainability strategy and practice.

The work explored how global sustainability pressures connect to a real brewing, distilling, hospitality and retail business — using the UN Sustainable Development Goals as a frame.

The analysis focused on three sector challenges: sustainable water use, climate and carbon impact, and the social costs and benefits of alcohol and hospitality. It then connected these to Adnams’ model: brewing and distilling, wine importing, pubs, hotel rooms, shops and wholesale distribution.

From there, the project built a commercial case for sustainability: reducing exposure to volatile input costs, protecting a premium brand position, building more resilient supply chains, and creating lower impact products and services.

The final recommendation was a practical “SustainABLE” direction:

A — Adaptable supply chains: source closer to home, build stronger supplier partnerships, and reduce exposure to climate and trade disruption.

B — Balanced portfolio: develop more lower-impact, lower-alcohol and digitally enabled offers, rather than relying only on conventional brewing and hospitality.

L — Lighter impact: cut water, energy, carbon and packaging across production, distribution and retail.

E — Equitable role: use the brand’s local influence to support more responsible drinking, inclusive hospitality and community sustainability.

These were practical recommendations for where Adnams could source, invest, innovate, measure and communicate in practice

delivered

• Independent sustainability strategy research on Adnams

• Mapping of brewing and hospitality pressures to the UN Sustainable Development Goals

• Analysis of water, carbon, agricultural input, packaging, distribution and responsible drinking challenges

• Commercial risk and opportunity review across input prices, brand reputation and business model resilience

• Practical “SustainABLE” recommendations for supply chains, portfolio, environmental impact and community role

food + drink

market research

sustainability strategy

business model innovation

behaviour change