But since being forced to shift its focus online during Covid – selling popular gin pouches delivered to people’s homes – 90pc of its sales are now through its website.

It is cause for concern not only for Bullards but the region’s hospitality industry – representing a clear sign of changing drinking, social and spending habits which are seeing people go out less in favour of cheaper nights in at home.

Russell Evans, right, owner of Bullards Spirits, and Robert Breakwell, consultant director (Image: Denise Bradley) “The challenge we’re having is people are drinking and enjoying our gin at home, but when they do go out they can’t find it,” said Bullards owner Russell Evans, who revived the brand in 2015.

“What we need to do is try to get back some of the distribution we once had through the region's pubs, bars and restaurants.

“People love the product, but it’s not everywhere it should be.”

Bullards - The Tipsy Anchor in Bedford Street, Norwich (Image: Denise Bradley)........

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