First things first - how does someone land the enviable role of Head of Export at Adnams?
It started back at university in South Africa, where I studied Chemistry. By chance, our department had a microbrewery, and what began as a curiosity quickly became a real passion—brewing (and tasting) beers I’d made was a great motivator! After a few years working in South Africa as a Quality Manager in a dairy, I reached out to Jonathan Adnams and Andy Wood (who were then Chairman and CEO) to explore joining the family business. That led to an internship at Adnams while studying for an MBA at the University of East Anglia, giving me the chance to work across various departments—quality control, marketing, finance, pubs, and sales. I moved into export in 2017, and every market since has presented a fresh challenge—almost like starting a new business each time. It’s been a steep but fascinating learning curve.
We hear no two days are the same in your world! What’s life really like when you’re busy introducing Adnams to new corners of the globe?
It’s a real mix. Most days start with reviewing sales figures, answering emails, and sorting out the admin side of things. A big part of my time is spent working with customers—whether that’s building new orders, introducing products, or planning marketing and promotional activities. The best days are when I’m out visiting customers. Nothing beats seeing our beers on shelves or bars in different countries and getting to know the people behind those businesses. Every market is unique, so being on the ground helps us tailor our approach to what really resonates locally.
Speaking of globe-trotting… spill the beans on your favourite destination! Any memorable moments that had you thinking “I can’t believe this is my job”?
Australia stands out. Sydney is stunning, and there’s something familiar about the Aussie culture—it reminds me of home in South Africa with its outdoorsy lifestyle. Visiting one of our largest customers there was a highlight, and I also got to visit Young Henry’s, a brewery and distillery in Sydney we’ve collaborated with. Standing on a rooftop overlooking Sydney Harbour after a day of meetings, beer in hand, I definitely had that ‘how is this work?’ moment.
What’s the moment that’s made you proudest so far?
There are a few, but landing our largest single export order—a 400-brewer’s-barrel shipment to Mexico—was definitely up there. It’s also incredibly rewarding introducing Adnams to people who’ve never heard of us and seeing their reaction when they try our beers. Those first tastings, where you see someone genuinely enjoy what you’ve worked so hard to share, are hard to beat.
Quick-fire round! Time for the important stuff…
• Favourite pub to unwind in?
The Lord Nelson in Southwold. It’s an obvious choice, but there’s nothing better than settling in by the fire after a walk along the coast. Abroad, The Bitter End near Paris is a gem—it’s rare to find a place in France with cask beer, let alone six Adnams taps! Charlie’s Bar in Copenhagen is another standout, and if you ever find yourself near Bergamo, the Urban Bar in Curno brings a little slice of Southwold to Italy.
• Go-to Adnams beer?
That’s a tough one, but Ghost Ship 0.5% is a go-to for when I want something full-flavoured without the alcohol. For something hoppier, Double Ghost IPA is a new favourite.
Last but not least - what’s it really like being part of the 5th generation of the Adnams family?
Honestly, it still feels a bit surreal. Growing up in South Africa, I knew about the brewery but didn’t fully grasp how much of an institution it is until I moved to the UK. Even now, walking into a pub or supermarket and seeing my surname on the products is a mix of pride and disbelief. There’s a deep sense of responsibility too—to keep building on what previous generations have achieved, while making sure we’re making the right decisions for the environment and our community. It’s something I’m proud to be part of every day.