February 12, 2020
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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