Bushmills Irish Whiskey is named the official tipple of Peaky Blinders

Published on: 11th March 2022

Bushmills Irish Whiskey – from the world’s oldest licensed whiskey distillery – has announced its designation as the Official Whiskey of the Peaky Blinders TV show, and preferred sipper of the notorious Shelby Family.

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 Shelbys 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 of Marketing at Proximo Spirits, Bushmills’ brand owner. “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, U.S. fans of Bushmills Irish Whiskey and of the Peaky Blinders TV show can order a Shelby Sour from their local bar between now and 17 March, and Bushmills will cover the cost. The cocktail, inspired by Tommy Shelby, features sweet and fruity flavours, balanced by the smooth, warm finish of Bushmills Original Whiskey. Head to for official terms and conditions of the offer, 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 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, Bushmills, Endemol Shine North America and 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.






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