The new bottle will officially launch in November 2026 with the release of Special Reserve Gin 2026, a premium new expression featuring warming spiced orange notes and bottled at 43% ABV, a traditional London Dry style Gin.
Founded in 2011 and inspired by the legendary Black Shuck of East Anglian folklore, Black Shuck Distillery has built a reputation for producing award-winning spirits, authentic visitor experiences and a brand identity that is instantly recognisable across Norfolk and beyond.
At the heart of that identity has been the distillery’s distinctive bottle. With its iconic shape, embossed branding and unmistakable presence, the bottle has become one of the first things customers notice when discovering Black Shuck for the first time.
The new design has been carefully developed to retain everything that customers love about the original while introducing bold new features that reflect the continued evolution of the brand.
Co-founder Sarah said:
“Changing the bottle was not an easy decision. It has always been one of the first things new customers notice, but we think that the changes take the best elements of the original bottle and elevate them with some new edgy features.
We wanted to stay true to the legend, our heritage and everything the Black Shuck name represents, whilst creating a bottle that will carry the brand forward for many years to come.”
The original bottle, featuring the iconic Black Shuck branding and logo created by Leanne, has become a familiar sight on shelves, behind bars and in homes throughout the region. Rather than moving away from that identity, the new design builds upon it.
The unmistakable Black Shuck silhouette remains, along with the distinctive embossing that has become synonymous with the brand. New premium design features have been incorporated to create a bottle that feels both familiar and strikingly contemporary.
Co-founder Patrick said:
“We are immensely proud of our brand, which has become iconic across Norfolk and beyond.
We love to be innovative and we are not afraid of change, but we had to get this one right. We know how much our customers value Black Shuck and what it stands for, so every detail has been carefully considered.
We look forward to hearing what our followers think.”
The launch comes at an exciting time for the distillery, which was recently announced as a finalist in the prestigious EDP Business Awards. The business also continues to play an important role in Norfolk’s visitor economy, attracting thousands of guests each year through its distillery tours, tastings and events.
The first spirit to be presented in the new bottle will be Special Reserve Gin 2026, a new premium release crafted to celebrate this milestone moment in the company’s journey.
While the future of Black Shuck will be showcased in the new bottle, customers will still have an opportunity to purchase the original design for a limited time.
Sarah added:
“There will still be a few of our existing bottles on the shelves over Christmas, so this is the ideal time to pick up what will now become a genuine Black Shuck collector’s item.
Our original bottle has been part of our story for 15 years and holds a very special place in our hearts. We’re excited about the future, but we’re also proud of the legacy that bottle leaves behind.”
As Black Shuck Distillery celebrates 15 years of sharing the legend, the new bottle represents both a tribute to the journey so far and a bold statement of intent for the years ahead.
With a new bottle, a special new gin and the same commitment to craftsmanship, quality and Norfolk heritage, Black Shuck Distillery is ready to write the next chapter of its story.