Adnams, the Suffolk brewer, distiller and pub operator, is to open its first concession in a department store this week at House of Fraser in Chapelfield, Norwich. The concession is set to feature about 150 products, including beers, spirits and branded merchandise such as kitchenware. Unlike Cellar & Kitchen, which stocks more than 1,000 items, only Adnams products will be on sale at the concession. It follows the opening of two Cellar & Kitchens, Adnams’ retail concept, in London last week, taking the number of stores to 13 excluding the concession. The new Cellar & Kitchens are located in Spitalfields and Bloomsbury; the latter site includes a separate wine tasting room. Adnams has secured leases of both outlets. Earlier this month Adnams also added a mini Cellar & Kitchen to the Waterside Garden Centre in Baston near Peterborough. Adnams has a target of opening between five and six Cellar & Kitchens over the next to three years, with a long term target of 30 sites. Martin Wilkinson, retail director at Adnams, said: “The Cellar & Kitchen store concept continues to grow and this is reflected in our investment in two new London stores. “The key to our success to date can be attributed to the importance we place on the quality of the products we sell, the positioning of our stores in premium locations and of course our knowledgeable and enthusiastic staff.”