Patrick & Sarah at Black Shuck Distillery are delighted to announce that Black Shuck White Label Gin has been selected as a finalist in the 2026 London Packaging Innovation Awards, marking another proud milestone for the family‑run Norfolk distillery.
Being named a finalist places Black Shuck among this year’s most accomplished packaging innovations. The recognition follows closely after the distillery was highlighted by HSBC as a business that is punching above its weight, a testament to the team’s commitment to storytelling, Norfolk heritage and a clear, authentic brand identity. The logo was designed in 2011 by family member Leanne Kershaw and it gives the family immense pride to see Leanne’s work recognised on the biggest stages.
At Black Shuck Distillery, innovative packaging is defined by its ability to create interest and evoke emotions the moment someone picks it up. The team firmly believes that long‑term loyalty is built through authenticity, not gimmicks.
The White Label Gin’s packaging was designed to reveal the folklore behind the brand through the customised bottle, tactile label and storytelling box inviting consumers to discover the legend as they explore the product.
London Packaging Week reviews hundreds of entries across multiple categories, seeking projects that elevate the consumer experience through creativity, technical execution and meaningful design.
Reflecting the global reach of the awards, this year’s shortlist features projects from Prada, Lancôme, Harrods, Fortnum & Mason, Jack Daniel’s, Glenmorangie, Dove, Lindt, Magnum, Heinz and Hotel Chocolat, alongside manufacturers, design agencies and specialist innovators shaping the future of packaging.
To see Black Shuck listed among brands of this calibre is both humbling and exciting. The team is honoured to stand alongside companies whose packaging influences design trends across the world.
Black Shuck Distillery will attend the awards ceremony in London this September, where winners across all categories will be announced. For now, being selected as a finalist is a moment worth celebrating and the distillery extends heartfelt thanks to everyone who supports the brand, shares its story and helps keep the Black Shuck legend alive.
LEGEND OF BLACK SHUCK – see illustration
Black Shuck is one of the oldest English Legends about a huge ghostly spirit dog with a black shaggy coat and flaming red eyes, which is said to roam the East Anglian countryside and beyond.
The legend dates back hundreds if not thousands of years. No one knows for sure where Black Shuck came from but there are plenty of theories and as the years have passed, like all legends, the stories have become more and more elaborate. Hence there are now probably as many variations on the legend as there are varieties of Gin.
During the 18th and 19th century many Black Shuck tales were told, embellished and retold by smugglers. They used stories of the legendary omen of luck to terrorise superstitious fishermen into staying at home when they wanted to smuggle their cargo ashore.
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