INCLUSIVITY AND ACCESSIBILITY CASE STUDIES
In July 2026 Black Shuck Distillery was awarded Brown Tourist Signs by Norfolk Councy Council Highways Department. The award follows another significant achievement earlier this year when Black Shuck Distillery received the prestigious VisitEngland Quality Assured Visitor Attraction accreditation. Visitor numbers have increased by an incredible 400% over the past year, and the distillery is looking forward to welcoming its 5,000th visitor to its shop and tasting room in the Summer of 2026.
As a growing visitor attraction, Black Shuck Distillery now welcomes guests from across the UK. More than 50% of visitors come from outside Norfolk, with many choosing to stay locally and enjoy meals, shopping and attractions across North Norfolk during their visit.
Accessibility and inclusivity remain at the heart of the Black Shuck experience. The distillery is committed to ensuring that everyone can enjoy a visit, regardless of age, background or ability. Care homes, community groups and other organisations are encouraged to contact Sarah to arrange bespoke private tours tailored to their needs.
INCLUSIVITY CASE STUDY - VISION NORFOLK - AUGUST 2025
Our relationship with Vision Norfolk is one built on kindness, community, and shared values — and it began during one of the most challenging moments in recent history. During lockdown, when PPE and sanitiser were scarce, Black Shuck supplied Bilney Hall Care Home with gallons of hand sanitiser for their staff, residents, and volunteers. It was our way of supporting the people who had cared so beautifully for Patrick and Sarah’s mothers, Betty (Grandma Shuck) and Mo (Nanny Shuck).
That winter, at Christmas 2020, we wanted to do something more. So we created 100 festive hampers for Vision Norfolk’s community, delivered as part of an online Zoom celebration. To make the moment even more special, Norfolk legend Stephen Fry recorded a personal message for them — a gesture that brought joy, surprise, and a sense of togetherness during a difficult year.
From that moment on, we’ve been firm friends.
So in August 2025, we invited a group of Vision Norfolk’s visually impaired members, along with their families and carers, to a complimentary, fully accessible Black Shuck Distillery Experience. They arrived by coach and car, filling the tasting room with warmth, laughter, and the unmistakable energy of people who were ready to enjoy a day out together.
The experience was designed to be sensory from the very start. Guests explored the botanicals we use in our spirits — touching, smelling, and learning through hands-on discovery. They handled our Black Shuck embossed bottles, feeling the textures and shapes that tell our story in a way that goes beyond sight. They tasted a wide range of spirits and liqueurs, each introduced at a pace that allowed everyone to savour the moment.
Cake was enjoyed, of course — because no Black Shuck gathering is complete without it.
Patrick led a tactile tour of the distillery, guiding guests to Faith, our still, so they could feel her curves, warmth, and presence. For many, this was a rare opportunity to explore a working distillery in a way that felt welcoming, safe, and designed with them in mind.
The day was filled with shared stories — our tales of Black Shuck folklore and family heritage, and their memories of Norfolk, community, and resilience. It was a beautiful exchange, full of connection and joy.
Their visit inspired us. Since that day, we have enhanced our bottles further, introducing debossing and foiling to make them even more tactile and sensory — a direct result of what we learned from Vision Norfolk’s members.
It was a privilege to welcome them, to create lasting memories together, and to continue building a relationship rooted in accessibility, respect, and the spirit of Norfolk.
INCLUSIVITY CASE STUDY - BILNEY HALL - NOVEMBER 2025
Some visits stay with you long after the day ends — and our time with Bilney Hall Care Home is one we will always hold close. Bilney has a special place in Patrick and Sarah’s hearts. It is where both their mothers, Betty (Grandma Shuck) and Mo (Nanny Shuck) spent their final days, cared for with dignity, compassion, and tenderness. The staff at Bilney didn’t just look after Betty and Mo; they looked after Patrick and Sarah too, guiding them through one of life’s hardest moments with kindness and humanity.
So when the opportunity came to welcome the Bilney team and some of their residents to the distillery, it felt like the perfect way to say thank you.
On 21st November 2025, the distillery was filled with festive cheer as the group arrived for a private Black Shuck Experience curated just for them.
The visit was relaxed, joyful, and full of laughter. Alice, one of the residents, was particularly delighted — she thoroughly enjoyed the Raspberry Vodka and made sure everyone knew it. Together, the group raised a glass of Schnapps to celebrate the season, toasting friendship, memories, and the simple pleasure of being together.
The day became a beautiful exchange of stories. The residents loved hearing about the legend of Black Shuck and the family journey behind the distillery, while the Black Shuck team were captivated by the residents’ memories of Norfolk — tales of villages, traditions, and lives lived across the county. It felt like a meeting of generations, woven together by shared heritage and good spirits.
Accessibility was at the heart of the visit. The lift was put to excellent use, transporting guests in wheelchairs between levels so everyone could enjoy the full experience comfortably. No rushing, no pressure — just time, care, and genuine hospitality.
And of course, no Black Shuck gathering is complete without cake. Everything was complimentary, offered as a heartfelt thank you to the Bilney Hall team for the love and dignity they gave to Betty and Mo. Many of the staff and residents chose to take home a bottle or two of Black Shuck as Christmas gifts — a rare chance for them to enjoy a bit of festive shopping and choose something special for their families.
It was a fabulous day filled with good spirits, shared stories, and deep gratitude. Welcoming Bilney Hall wasn’t just an experience; it was a privilege. A chance to give back, to honour the care they gave to two very special women, and to celebrate the community that continues to inspire everything we do at Black Shuck.
ACCESSIBILITY CASE STUDY - JAMES. JUNE 2026
At Black Shuck Distillery, we believe that every visitor deserves an experience shaped around them — their pace, their comfort, and their joy. Our time with James, who is profoundly deaf and blind, reminded us exactly why this commitment matters.
We first met James and his parents at the Holkham Christmas Market. They approached our stand with a smile and a simple message: James would be delighted to meet you — he loves Black Shuck. From the moment he arrived, his positivity was infectious. We chatted, laughed, and instantly felt that wonderful spark of connection that makes our work so special.
During our conversation, James’s mum shared something important. James had previously attended another distillery experience with his translator, but the visit had been difficult. The pace of the talk was too fast for the translator to keep up, and with other members of the public present, the family felt uncomfortable and unable to fully enjoy the moment. Hearing this struck a chord with us. We knew we wanted to put things right — not just by offering a better experience, but by creating one that truly belonged to James.
So we invited James, his family, and his translator to a private, bespoke tour at the distillery.
The day of the visit was filled with warmth from the moment they arrived. James was able to explore at a pace that suited him and his translator, with time to pause, touch, smell, and taste. He sampled all of his favourite Black Shuck spirits — and even tried a few new ones. Patrick led a sensory‑focused tour of the distillery, guiding James up close to Faith, our still, so he could feel her shape and presence for himself. Every part of the experience was designed to be tactile, immersive, and joyful.
The distillery was filled with laughter, shared stories, and genuine connection. It was a privilege to spend time with James — his enthusiasm lifted the whole room, and his family’s trust meant the world to us. Before leaving, James promised he would return, and we can’t wait to welcome him back.
For us, this visit wasn’t just a tour. It was a reminder of why accessibility matters, why listening matters, and why creating space for everyone to enjoy the legend of Black Shuck is at the heart of what we do.