JERSEY CITY, NJ– By order of the Peaky Blinders, Bushmills Prohibition Recipe Irish Whiskey has arrived. In collaboration with Endemol Shine North America (a Banijay company) and Caryn Mandabach Productions (official Peaky Blinders brand owner and serial producer), Bushmills Prohibition Recipe comes to market as the latest commercial venture from the famed Shelby Company Ltd.
Debuting just ahead of the June 10 launch of the highly anticipated final season of the hit show on Netflix in the US, Bushmills Prohibition Recipe will transport drinkers back a hundred years to the iconic family-run Garrison pub Shelby. The bold and powerful taste of the limited release is a tribute to the infamous leader of the Peaky Blinders, Tommy Shelby and his famous family.
The bottle, a recreation of the vintage Bushmills Irish Whiskey bottle used as a prop in several episodes of Peaky Blinders, features authentic 1920s-era design elements such as a visible cork lid and blue-tinted glass . As a product of the Shelby Company Ltd., the label features the family crest alongside that of the 400-year-old distillery, which are positioned above a sketch of Tommy Shelby himself. An iconic quote, “whiskey is good water proof, it tells you who’s real and who’s not” adorns the back label and epitomizes the drink’s central role in the show.
“We couldn’t be more thrilled to have entered into such a fitting partnership between our show, Peaky Blinders and Bushmills,” said Caryn Mandabach, producer and owner of Peaky Blinders. “We are thrilled that American fans can toast the launch of this historic final season on Netflix with this limited-edition partnership whiskey. In typical Shelby fashion, Tommy is making his mark in the whiskey industry!
The whiskey packs a Shelby-style punch with bold, intense flavors complemented by a decadent finish. Expertly crafted by renowned master distiller Colum Egan to reflect the distillation practices used in the early days of whiskey making, Bushmills Prohibition Recipe is highly resilient, unchillfiltered and aged in ex-bourbon casks. For added complexity, Egan aged the broth separately for three, four and five years before blending it for a 92-degree expression that bursts with flavors of rye bread, orange marmalade, almonds and cinnamon, finishing long and full with tangy citrus oils. and vanilla bean.
“With this new release, we celebrate Bushmills’ long history and the continued aging of whiskey during Prohibition,” said Master Distiller, Colum Egan. “As the oldest licensed whiskey distillery in the world and one of the few distilleries to survive the 13 long years leading up to repeal day, this whiskey represents uncompromising quality and perseverance in the face of the adversity – a story shared by both Bushmills and the Peaky Blinders.
“This limited edition is a tribute to the shared histories of Bushmills and the Shelby family and to the exhilarating time in history when the Peaky Blinders ruled the streets and Bushmills ruled the bar,” said Ben Samek, President and CEO. of exploitation, Banijay. Americas. “We are delighted to be working with Bushmills to bring fans this delicious whiskey that will make them feel like part of the Shelby family.”
Bushmills Prohibition Recipe Irish Whiskey is currently available on the online retailer site, ReserveBar, and at liquor retailers nationwide for a suggested retail price of $29.99. Peaky Blinders fans and whiskey aficionados can expect a national advertising campaign, co-branded retail following, influencer campaign and Garrison-inspired pop-up events.
About Bushmills Irish Whiskey
Bushmills Irish Whiskey is crafted with care and passion at the oldest licensed whiskey distillery in the world, The Old Bushmills Distillery. Bushmills has over 400 years of whiskey making heritage, which has been passed down from generation to generation. The brand’s award-winning triple distilled single malt whiskeys are renowned for their signature smooth taste and famous house style: Bushmills Original, Bushmills Red Bush, Bushmills Black Bush, Bushmills 10 Year Old Single Malt, Bushmills 12 Year Old Single Malt, Bushmills 16 Year Old Single Malt and Bushmills 21 Year Old Single Malt.
About Endemol Shine North America
Endemol Shine North America delivers world-class content and compelling storytelling across multiple platforms in the US and around the world.
A division of Banijay, the world’s largest producer and distributor of international content, US production subsidiaries include Authentic Entertainment, Truly Original, 51 Minds Entertainment, Bunim/Murray Productions, Stephen David Entertainment and Yellow Bird US Its division Endemol Shine Latino oversees all original Spanish and Portuguese operations across Latin America, including Endemol Shine Brasil, Mexico City-based Endemol Shine Boomdog and Banijay Mexico and US Hispanic.
About Caryn Mandabach Productions
Caryn Mandabach Productions is an independent television production company that produces and owns the BAFTA-winning drama Peaky Blinders – the sixth series of which recently debuted in the UK to huge, critically acclaimed audiences and viewing figures. record. In addition to the award-winning series, the company’s oversight includes all development and licensing of the eponymous Peaky Blinders brand.
The company, in collaboration with Steve Knight, recently announced its partnership with Immersive Everywhere for the upcoming launch of “Peaky Blinders: the Rise” – the first immersive theater show inspired by Peaky Blinders, which will open at Camden Garrison in London in June 2022. Additionally, the Studio recently announced a collaboration with Rambert Dance on the first dance show inspired by Peaky Blinders, written by Steve Knight, which will open in Birmingham, UK in September 2022.
Founded by Emmy-winning American producer Caryn Mandabach, whose prolific career includes creating such iconic titles as Roseanne, Third Rock from the Sun, That 70s Show and Nurse Jackie, the company continues to set itself apart by developing and the production of – revolutionary and culturally relevant content that is consistently part of the vernacular of pop culture.
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