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Patrick Saunders • 22 August 2022
A legend popularised by smugglers
Why Black Shuck?
We chose the legend of Black Shuck for our brand in 2011 when, as a family, we first discussed the possibility of setting up a family business making Sloe Gin. It was a legend that had been part of family story telling for generations. The images of Black Shuck found on all of our bottles and merchandise were created by Leanne. Her original drawing can be seen at the distillery.
A short poem written at the same time can now be found on the reverse side of the Sloe Gin label. However, you will need to drink the Sloe Gin to reveal it!
According to folklore, a huge black dog with flaming red eyes has been roaming our coastal paths and country lanes for centuries. All who know of Black Shuck consider him an omen of luck. Whilst some fear him as a sign of bad luck, many consider him to be a guardian of travellers and the bringer of good fortune.
The name Black Shuck may be a derivative of the old English word scucca which means devil or fiend. There are numerous stories relating to the legend. Many of these stories will have been popularised by smugglers in the 18th century.
Black Shuck is one of England's oldest legends. It dates back hundreds of years. In the 1700's hefty taxes were introduced and the long stretches of Norfolk coastline would have been attractive to the criminal gangs who operated smuggling operations. They would use sailing ships to bring luxury goods such as Gin, Tea, Silk, Brandy and Lace from Holland to the English coastal villages such as Wells, Blakeney, Beeston, Sheringham and Morston. Thereafter the contraband would be distributed inland
Terrifying tales of Black Shuck would have been spread eagerly by smugglers in the hope that frightened locals, including the local customs office, would stay home at particular times allowing them to smuggle their cargo ashore without being disturbed.
Other variations on the legend of Black Shuck can be found across the British Isles but with different names. In East Anglia he is most likely to be known as Black Shuck, Old Shuck, Black Dog, Old Shock or Shuck Dog. It is generally agreed that the name came from the old English word scucca (sc would have been pronounced sh) which means devil, demon or fiend.
If you want to learn more about the legend of Black Shuck you can book a distillery tour where you can hear about the legend whilst tasting products from the legendary range.
Call Sarah on 07867817618 to book a date and time
BLACK SHUCK SLOE GIN (27% vol)
Life in the Sloe Lane
Black Shuck’s award winning Sloe Gin has been steeped in sloes.
Sloe Gin is perfect for sipping.
Serving suggestion : Serve over Ice with Fever Tree Ginger Ale