Owner Sarah Saunders
Accelerated growth for Black Shuck Distillery in North Norfolk created the need to move to a larger premise which became reality following a Rural Business Capital grant through the Rural England Prosperity Fund.
Owners Sarah and Patrick Saunders, who set up the business in 2012 from their home in Fakenham, had grown Black Shuck exponentially and is now producing 30 different award-winning spirits and liqueurs. The desire to have a location to run distillery tours and have a visitor sampling bar sharpened the spec for a new space.
In 2024, Patrick and Sarah approached North Norfolk District Council for support to take their business forward. Potential new premises were found at Dairy Farm in Hindolveston, which were unused agricultural barns owned by local farmer Anthony Seaman. These buildings provided an ideal space for a new distillery, storage, visitor bar and offices.
To start the project, Anthony applied for a change of use and put forward a separate grant application to improve the roof and structure of the buildings and utilities.
Black Shuck applied for funding to:
Both grant applications bid for 50% funding and were managed by New Anglia Growth Hub hosted by Norfolk County Council.
On 1 April 2025, Black Shuck’s new destination with distillery and sampling room opened to the public. The new premises have enabled the distillation and bottling side of the business to become more efficient and grow as it is now all at one location. The converted space has a high beamed ceiling, tasteful modern lighting and seating, and a beautiful sampling bar displaying all the Black Shuck produce.
Sarah and Patrick have been amazed by the interest and popularity of the destination. “We’ve been absolutely delighted by the popularity of the sampling and event room. We have regular tours booked in to see the distillery and are now able to provide refreshments, lunches and spirit tasting. We had our first coach trip last month which was very exciting,” said Sarah. The tap room is proving to be a destination for visitors and locals for the tours and for themed events.
On a recent visit, Anthony Seaman from the Dairy Farm, said to Growth Hub Adviser Sally Lomax: “It was great to talk about how things have evolved and progressed due to your help and advice.
“We now have a sustainable use for our redundant buildings and a happy tenant.”
Benefits to the local economy
One of the unforeseen benefactors of this grant has been that the local community’s local Airbnb has seen an increase in bookings since the distillery has opened and attracting more visitors to the area.
Other local businesses have also benefitted since the opening, including the Garden Pantry which takes spent fruits from the distillery and turns them into jams and chutneys. Their products and other local produce such as Bray’s Pies and Mrs Temple’s Cheese are part of the visitors’ lunch spread as well as Moongazer Ales. The products from these suppliers are also available at the distillery’s shop broadening the offer.
“Following the success of the sampling room we have taken on two new part-time staff to help with events and in the distillery, and hope to take on more staff in the future.”
Read more about the Rural England Prosperity Fund in North Norfolk.
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