Bushmills joins The Shelby’s for a new banned whiskey
Limited Edition “Prohibition Recipe Irish Whiskey” inspired by the world’s #1 streaming show “Peaky Blinders” is available to sip alongside the final season
By: Tiff Christie|June 3, 2022
After six years of shady dealings and backroom deals, it looks like the Shelby family is making at least one branch of their business legit, as they collaborated with Bushmill Distillery to bring a Prohibition Recipe Irish whiskey to market.
Now, of course, the Shelby family and their company, Shelby Company Ltd from the TV series, Peaky Blinders is fictional, so in reality the collaboration with Bushmill was forged with Caryn Mandabach Productions (official brand owner Peaky Blinders and series producer) and Endemol Shine North America (a Banijay company).
Designed to mark the start of the highly anticipated final season of the hit show on Netflix in the US, the liquid itself will transport drinkers back a hundred years to the iconic Garrison pub, run by the Shelby family. 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 is 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 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’s website, 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.
For more information, visit bushmills.com or connect with the brand and the whiskey on Instagram @Bushmillsusa.