Innis & Gunn brings the SHUFL experience to Dundee

Posted on Posted in Case study

When Scottish brewer and retailer Innis & Gunn embarked on a rebrand of its Dundee Beer Kitchen converting it to its Brewery Taproom concept, they partnered with SHUFL, the only dedicated UK brand of shuffleboard, to provide an authentic bar game that complemented their premium brand.

The Dundee site, in South Tay Street, now offers 17 craft beer taps and is the first Innis & Gunn outlet to offer shuffleboard.

Innis & Gunn director of retail operations Steve Drew said: “We’ve worked hard to design a space that really brings alive the Innis & Gunn brand. We’ve also introduced shuffleboard, which will be brilliant fun for customers as they enjoy a beer and a little competitive fun.”

Housing two 12-foot premium-grade, Texan Grand Champion SHUFL tables, customers can get in some extra shuffleboard practice for free on Mondays and enjoy half price ‘Sunday is Funday’ gaming.

Working with SHUFL, the taproom team has created a range of packages for those looking to add beer and food to their shuffleboard experience.  Customers can book a ‘Can U SHUFL’ beer bucket; a ‘SHUFL’n’ Share’ sharing platter bundle; or the ‘SHUFL-aboard’ group extravaganza, which includes lunch/dinner and two hours of shuffleboard.  For the ultra-competitive, there’s also ‘The Big SHUFL’ a monthly knockout tournament running on the last Sunday of every month with a top prize of £120.

A “Scottish soul food” menu that includes barrel-smoked Ayrshire port ribs offers contemporary Scottish fare, while the Brew Room hosts Innis & Gunn’s brew schools and beer tastings and is available to hire for private dining and meetings.

Says SHUFL marketing manager Samantha Catford: “Our premium social gaming brand is an authentic fit with the Innis & Gunn retail offer and the combined experience of first-class beer and inclusive, fun shuffleboard is set to be a hit with customers.”

To date, Innis & Gunn has reported a 30% like-for-like sales uplift at the two sites it previously converted from Beer Kitchen to its Brewery Taproom concept in Edinburgh and Glasgow.

For more information about becoming a SHUFL partner click here.