Alcohol Film/Television

‘Peaky Blinders’ Fans Can Enjoy a Free ‘Shelby Sour’ at Their Local Bar Courtesy of Bushmills

It may not be “f*cking Wednesday,” but we have some good news for fans of “Peaky Blinders.”

Bushmills Irish Whiskey recently announced its designation as the official whiskey of the show, and preferred sipper of the Shelby Family. 

To kick off the partnership, now through St. Patrick’s Day on March 17, fans can order a Shelby Sour from their local bar, and Bushmills will cover the cost. The cocktail, inspired by Tommy Shelby, features sweet flavors, balanced by the warm finish of the Irish Whiskey.

“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.

The Shelby Family and Bushmills share stories of perseverance in the face of adversity. Made on 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.

Throughout the year, Bushmills and Endemol Shine North America, in collaboration with “Peaky Blinders” official brand owner and series producer, Caryn Mandabach Productions, will connect with fans via co-branded content, an advertising campaign and live experiences. 

As Tommy Shelby said, “Whiskey’s good proofing water. Tells you who’s real and who isn’t.”

Whiskey fans excited about this news should also know about the new Jameson expression that debuted at the beginning of this year.