‘Peaky Blinders,’ Thornbridge Cheers to Beer Collab

The collaboration is the TV show’s first official beer.
License Global

February 12, 2020

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Endemol Shine Group, in partnership with “Peaky Blinders” creator, producer and official brand owner Caryn Mandabach Productions, have announced a collaboration with Thornbridge Brewery for Shelby, the TV show’s first official beer.

“We have always wanted to find the right partner for a legitimate beer inspired by the ‘Peaky Blinders’

series,” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “Thornbridge are that partner as they are truly passionate about the product they are creating which is an authentic beer capturing the essence of the world of ‘Peaky Blinders.’  We look forward to a long and fruitful partnership.”

Shelby, the 5 percent India Pale Ale was created by Thornbridge Brewery. The company was inspired by the year 1919, when “Peaky Blinders” is set.

“We’re proud to be working alongside the creators of

Peaky Blinders,’” says Simon Webster, chief executive officer, Thornbridge. “It’s an honor to have been asked to collaborate with such a legendary

show. We wanted to ensure we created something that the

Peaky Blinders

would have found on the bar at The Garrison and we think we’ve done just that. We hope Shelby will bring pleasure to many.”

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