Whiskey cocktail

Bushmills teams up with award-winning epic TV show Peaky Blinders

Bushmills Irish Whiskey is now the official whiskey of the TV show Peaky Blinders, which, for fans of the award-winning gangster epic, makes it what is described as the favorite drink of the famous ‘Shelby family’.

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

The Shelby family and Bushmills Irish Whiskey are said to share stories of passion and perseverance in the face of adversity. As Bushmills passed down its craftsmanship and recipes to generations of skilled whiskey makers, it stood the test of time for over 400 years on the shores of Ireland’s northern coast, overcoming strife, fires and famine.

Bushmills Irish Whiskey is now the official whiskey of the Peaky Blinders TV show (image via Bushmills)

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

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

Visit www.Bushmills.com/Shelby for the official program terms and conditions, the Shelby Sour recipe and an exclusive preview of the next release from Bushmills.

Throughout the year, the partnership will aim to connect with American consumers through large-scale promotion including co-branded content, a national advertising campaign and live experience moments.