Peaky Blinders lands its first official beer with Thornbridge Brewery

Published on: 12th February 2020

Endemol Shine Group has turned to Thornbridge Brewery to develop the first official beer brand for its hit TV series, Peaky Blinders.

Inspired by the hit series, and developed in partnership with the show’s creator, producer, and official brand owner Caryn Mandabach Productions, Thornbridge Brewery kicks off with the launch of the Shelby, A 5% India Pale Ale.

Thornbridge took its inspiration from the kind of beer styles that would have been around in 1919, at the time of the Peaky Blinders, and has created something it feels The Garrison would be proud to serve.

The official launch of Shelby will be at the new Thornbridge and Co. Pub – The Colmore, in the heart of Birmingham on February 20th. Thornbridge will also be bottling Shelby which will be available next month.

Steve Knight, creator and writer of Peaky Blinders commented: “Shelby beer is the first and only legitimate Peaky endorsed beer. It has been crafted to be the same brew the Peaky boys would have drunk in the pubs of Small Heath. It really is the authentic taste of the Peaky Blinders world. Cheers.”

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, added: “We have always wanted to find the right partner for a legitimate beer inspired by the Peaky Blinders series.

“Thornbridge is that partner as it is truly passionate about the product it is creating which is an authentic beer capturing the essence of the world of Peaky Blinders. We look forward to a long and fruitful partnership.”

Simon Webster, CEO of Thornbridge added: “We’re incredibly proud to be working alongside the creators ofPeaky Blinders, it’s an honour to have been asked to collaborate with such a legendary show.

“We wanted to ensure we created something that thePeaky 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.”

India Pale Ale was developed in England in the late 19th Century and became popular among the East India Trading Co. It was soon discovered that the sulphate rich water in Burton upon Trent created a cleaner, crisp and bitter beer which continued to grow in popularity in the local area.

Thornbridge has worked to create a version of the original India Pale Ale style that the Peaky Blinders would have indulged in. Shelby, named after the infamous brothers, is brewed with Fuggles and Bramling Cross hops. It pours golden amber in colour with a nose of stone fruit and red berries, a gentle maltiness on the palate and a wonderful citrus, lemon-pith bitterness.

The award-winning BBC One and Netflix series Peaky Blinders is produced by official brand owner Caryn Mandabach Productions and by Endemol Shine Group’s Tiger Aspect Productions.

Endemol Shine Group represent a range of global ancillary rights for Peaky Blinders which is distributed by Endemol Shine International across more than 180 countries.

Thornbridge’s beer is the latest in an extensive licensing programme developed by Endemol Shine Group for the BAFTA winning series over the last year, joining recent successes such as the inaugural Legitimate Peaky Blinders Festival; the sell-out officialPeaky Blinders book from publisher Michael O’Mara; and the A/W’19 tailored menswear capsule collection from David Beckham’s menswear label Kent & Curwen.

Five series have aired on BBC and the latest series launched in October on Netflix in the US and in international markets where Netflix hold premier rights.


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