Bushmills Irish Whiskey recently announced its designation as the official whiskey of “Peaky Blinders.”
The Shelby Family and Bushmills share stories of passion in the face of adversity. The latter has never wavered from its commitment to crafting whiskey with a recipe passed down through generations of skilled 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.”
The partnership launched time for St. Patrick’s Day with and will extend through 2022. To kick off the partnership, fans can order a Shelby Sour from their local bar, and Bushmills will cover the cost through today (March 17). The cocktail recipe, inspired by Tommy Shelby, features sweet and fruity flavors, balanced by the finish of Bushmills.
“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.”
Throughout the year, the brands will connect with consumers through co-branded content, an advertising campaign and live experiential moments.
