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Bushmills Irish Whiskey Partner with Hit Show Peaky Blinders

In celebration of the partnership, this St. Patrick’s Day, fans can enjoy a cocktail inspired by Tommy and The Shelby family on the house

February 28th, 2022 — Today, Bushmills Irish Whiskey - from the world’s oldest licensed whiskey distillery, in collaboration with Endemol Shine North America (a Banijay company), and Peaky Blinders’ official brand owner and series producer, Caryn Mandabach Productions, announces its designation as the Official Whiskey of the Peaky Blinders TV Show, and preferred sipper of the notorious “Shelby Family”. The partnership kicks off just in time for St. Patrick’s Day so fans can drink like the famous family on the biggest day for Irish whiskey.

Starting today and running through March 17th, fans of the show can order a Shelby Sour from their local bar, and Bushmills will foot the bill. A recipe inspired by Tommy Shelby - the Shelby Sour features sweet and fruity flavors, balanced by the smooth, warm finish of Bushmills Original Whiskey. Official terms and conditions of the program can be found at

“What better way to welcome Bushmills as the Official Whiskey of the Peaky Blinders TV series than with a free whiskey cocktail for our loyal fans”, said Scott Shillet, Vice President of Licensing at Endemol Shine North America. “We’re excited to give our extended Shelby family a first taste of the partnership this St. Patrick’s Day as they eagerly await the sixth and final season of the hit show”.

The Shelby Family and Bushmills Irish Whiskey share stories of passion and perseverance in the face of adversity. Bushmills has never wavered from its commitment to crafting great whiskey with a recipe passed down through generations of skilled and devoted whiskey-makers. Made on the wild edges of the north coast of Ireland, Bushmills has stood the test of time for over 400 years, having overcome conflict, fire, and famine.

“The motivations of the Shelby’s 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, Senior Vice President of Marketing at Proximo Spirits. “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.”

Throughout 2022, Bushmills and Endemol Shine North America (a Banijay company), in collaboration with Peaky Blinders’ official brand owner and series producer, Caryn Mandabach Productions, will connect with U.S. consumers though an exciting full-scale promotion featuring a limited-edition bottle release, co-branded content, a national advertising campaign and live experiential moments. For now, those looking to celebrate St. Patrick’s Day are invited to toast the Official Whiskey of the Peaky Blinders TV Show, with the Shelby Sour cocktail and follow @BushmillsUSA on Instagram for more Peaky Blinders-inspired St. Patrick’s Day activations and experiences.

The multi-award-winning gangster epic Peaky Blinders was created and written by Steven Knight (Dirty Pretty Things, Eastern Promises and Locke). Sold to more than 180 countries, the series is widely available internationally on Netflix. The series is owned and produced by Caryn Mandabach Productions and co-produced with Banijay’s Tiger Aspect Productions.  Banijay represent a range of global ancillary rights for the Peaky Blinders brand. Peaky Blinders is distributed by Banijay Rights.

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