Creating an Inclusive, Bespoke Experience for a Deafblind Visitor at Black Shuck Distillery
At Black Shuck Distillery here in Hindolveston, Norfolk, accessibility isn’t an add‑on for us — it’s a core part of who we are and how we welcome people into our story. A recent visit from James, a profoundly deafblind guest, reminded us exactly why this commitment matters.
We first met James and his parents at the Holkham Christmas Fayre. They told us how much he enjoys our spirits, but they also shared that a previous distillery experience elsewhere had been difficult for him. The pace had been too fast for his translator to follow, leaving the family feeling discouraged. We knew immediately that we wanted to offer something better — something that truly worked for him.
Drawing on our ongoing work with Vision Norfolk and our belief in person‑centred hospitality, we invited James and his family to join us in Hindolveston for a bespoke, fully accessible tour. We designed the entire experience around his communication needs and sensory preferences, ensuring he could explore the distillery in a way that felt comfortable, engaging, and enjoyable.
During the visit, James explored our spirits through touch, scent, and taste — from handling botanicals to experiencing the aromas that shape our range. We took our time, pacing each part of the tour so his translator could communicate clearly and without pressure. This meant James could fully immerse himself in the stories, flavours, and heritage behind Black Shuck.
We ended the visit with a shared toast — a simple moment, but one that captured everything we believe in: connection, inclusion, and the joy of creating an experience that genuinely works for everyone.
Accessibility is something we take seriously across all our experiences. To help visitors plan with confidence, we’ve worked closely with AccessAble, whose trained surveyors have assessed our site in detail. Anyone can explore our facilities, layout, and accessibility features in advance by visiting our AccessAble Detailed Access Guide:
https://www.accessable.co.uk/norfolk-and-suffolk/access-guides/black-shuck-distillery (accessable.co.uk in Bing)
For us, this wasn’t just a tour. It was a reaffirmation of our belief that accessibility is both a responsibility and an opportunity. By meeting visitors where they are, with patience, warmth, and genuine care, we hope to show how Norfolk businesses can lead the way in inclusive, community‑centred practice.