Bushmills Partners With Award-Winning Epic TV Show Peaky Blinders

Bushmills Irish Whiskey is now the Official Whiskey of the Peaky Blinders TV Show, which for fans of the award-winning gangster epic makes this what’s described as the preferred sipper of the notorious “Shelby Family.”

The partnership with Bushmills, Endemol Shine North America (a Banijay company), and Peaky Blinders’ official brand owner and series producer, Caryn Mandabach Productions, launched just in time for St. Patrick’s Day with an offer for fans that extends through 2022.

The Shelby Family and Bushmills Irish Whiskey, it is said, share stories of passion and perseverance in the face of adversity. As Bushmills passed craftsmanship and recipes down through generations of skilled whiskey-makers, it stood the test of time for more than 400 years on the edges of the north coast of Ireland, overcoming conflict, fire and famine.

“The motivations of the Shelby’s (in Peaky Blinders) are those of family, loyalty and perseverance, which are the same qualities that have put Bushmills at the forefront of whiskey making for hundreds of years,” said Lander Otegui, marketing at Proximo Spirits, in a prepared statement. “Over the course of our partnership, we are excited to connect with a new, dynamic generation of whiskey drinkers through collaborative content and experiences that speak to the history and heart of our brand.”

To kick off the partnership, now through March 17th, fans of Bushmills Irish Whiskey and of the Peaky Blinders TV show can order a Shelby Sour from their local bar, and Bushmills will cover the cost. The cocktail recipe, inspired by Tommy Shelby, features sweet and fruity flavors, balanced by the finish of Bushmills Original Whiskey.

Check out www.Bushmills.com/Shelby for official terms and conditions of the program, the Shelby Sour recipe and an exclusive sneak peek into Bushmills’ next release.

Throughout the year, the partnership will aim to connect with U.S. consumers through a full-scale promotion featuring co-branded content, a national advertising campaign and live experiential moments.