What do you get when you cross BrewDog, the craft beer success story of the millennium, with SHUFL., the UK’s only shuffleboard brand taking the on-trade by storm? Answer: ShuffleDog, BrewDog’s first-ever shuffleboard-centric venue in North Street, Leeds, which opened its doors in 2015.
Sliding your puck down Texas’ finest 22-foot maple shuffleboard with a pint of Punk from THE craft beer evangelicals in hand is surely a match made in heaven.
BrewDog’s instinct to get onboard with SHUFL. and embrace the game that is now the millennials’ pub game of choice proved to be exactly what the pub needed.
A winning combination, SHUFL. perfectly suited the BrewDog experience, which is all about giving customers an added-value offer. The company has since taken the partnership to eight of its flagship outposts, taprooms and brewpubs in Europe and Asia including: Brussels, Tower Hill and Paddington in London, Berlin, Dublin, Ellon – its Scottish HQ, and Shanghai.
With an out-of-town address, BrewDog North Street, Leeds needed something to compel customers to come. They created a destination attraction using SHUFL.’s tables and staged a ‘Shuffleboard for the Olympics’ PR launch. The campaign enticed students and locals to use the pub as their training ground to become shuffleboard pros in a bid to bring shuffleboard to the 2020 Tokyo Olympics and create a buzz within the local community.
Says General Manager, Tom Chatwin: “Because we’re on the outskirts of Leeds, we needed something a little bit different to get people to come to us. So, we opted for three 22ft shuffleboards. They generate a lot of trade from people coming to play on the tables and this has simply increased over the three years. ”
North Street has established itself as the go-to bar for students.
