Leading the craft beer revolution.
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.
We caught up with Tom Chatwin, General Manager at BrewDog North Street, to hear how the SHUFL tables have been performing.
We get customers taking pictures, videos and boomerangs all the time...generating plenty of social media activity.Tom Chatwin, General Manager BrewDog
Snapping at the heels of North Street, BrewDog Brussels opened its doors in September 2015 ready to embrace Belgium’s beer lovers and the beer aficionados who congregate there. Sitting alongside forty taps pouring a range of beer from BrewDog and carefully-sourced small Belgian producers, customers can come together around two 22ft SHUFL tables.
In 2018, BrewDog’s Tower Hill Outpost became home to three championship-grade SHUFL tables. Their first BrewPub, Tower Hill brews small-batch fresh beers on-site and is one of the largest bars in the estate, so what better way to fill it than with some full-length shuffleboard tables!
BrewDog Paddington joined the pack in March 2019. The popularity of these central London tables has seen both venues launch a monthly shuffleboard tournament in 2019 where players can compete for a whopping £100 bar tab! This has helped drive footfall during quieter times and build a SHUFL community.
Now, BrewDog customers in Berlin and Dublin have joined the SHUFL party.
The European home of BrewDog, DogTap Berlin promised more bark and more bite when it opened in August 2019. Based outside of central Berlin, they needed to create a destination venue that offers a variety of experiences once you are there. Visitors can learn more about beer at the beer school, enjoy a gig or let some pucks fly on five of our Olympic sized shuffleboards. Comprising a brewery, a 2,500m2 tap room and epic 4,000m2 beer garden, there’s no doubt that it’s the ultimate beer haven fit for the capital city of a country with a big beer culture.
Dubliners are also getting their SHUFL on dockside with the arrival of the Dublin Outpost at Capital Dock in December 2019. Offering 180 degree views of the river, Dublin is BrewDog’s fourth Outpost brewpub, 100th global craft beer bar and the sixth venue to offer the SHUFL experience with two full size Grand Champion SHUFL tables.
Home to BrewDog and now SHUFL, Ellon, Scotland has set tails wagging with the addition of a mega DogTap at the brewery HQ in October 2020. Boasting two SHUFL Grand Champion 22 footers, Ellon HQ’s tap room, just a stick’s throw from the brewery, underwent a serious upgrade, billed as “the ultimate temple to craft beer”.
Meanwhile, over in Shanghai, pub-goers in China’s capital city are experiencing their first chance to ride the SHUFL curve while sipping a pint of Elvis Juice at BrewDog’s newest craft beer metropolis, BrewDog Shanghai.
The journey continues….
Interested in buying a shuffleboard? Get in touch and one of our team will get back to you.