Today, Bushmills Irish Whiskey announced its designation as the official whiskey of the “Peaky Blinders” TV show. The partnership with Endemol Shine North America (a Banijay company), and “Peaky Blinders’” official brand owner and series producer, Caryn Mandabach Productions, launches just in time for St. Patrick’s Day and will extend through 2022. 

“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,'' says Lander Otegui, senior vice president, marketing, 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.” 

To kick off the partnership, from now through March 17, 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 is inspired by character Tommy Shelby. Head to 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. 

“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,” says Scott Shillet, vice president, licensing, 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.” 

Throughout the year, 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 through a full-scale promotion featuring co-branded content, a national advertising campaign and live experiential moments.