We first met James at the Holkham Christmas Fayre. His parents approached our stand to say that James — who is profoundly deafblind — was with them and would love to meet us because he enjoys Black Shuck Gin.

From the moment we started talking, we connected. We chatted for a long time, and it was clear that James and his family shared our love of good spirits, good stories, and good company.

During our conversation, we explained that we work closely with Vision Norfolk and regularly welcome visitors with sight and hearing impairments. I (Sarah) suggested that they might like to come to the distillery for a tour.

James’s mum hesitated. She told us that at a previous, similar experience, the pace of the speaker had been too fast for James’s translator to keep up. They had left that event feeling disappointed and disheartened.

In that moment, we knew we wanted to change that story for them. Not just to offer a “better” experience — but a truly great one. So we invited James and his family to the distillery for a completely bespoke, fully accessible tour designed around his needs.

Last Saturday, that day arrived.

We welcomed James, his translator, and his family to Black Shuck Distillery for an immersive, sensory-led experience. Together, we explored the legend of Black Shuck through touch, scent, and taste. James handled bottles, felt the textures of botanicals, and experienced the aromas that shape our spirits. He tasted our gins, liqueurs and schnapps — each one introduced at a pace that allowed his translator to communicate comfortably and clearly.

The highlight of the visit was a shared toast: raising a glass of schnapps together in celebration of friendship, inclusion, and the joy of creating an experience that truly worked for everyone.

For us, this wasn’t just a tour. It was a reminder of why accessibility matters — not as a box to tick, but as a commitment to meeting people where they are, with warmth, patience and genuine care.

At Black Shuck Distillery, we believe everyone deserves to feel welcome, valued, and part of the legend. James and his family reminded us exactly why that belief matters.