Today Bushmills Irish Whiskey announced its designation as the official whiskey of the TV show ‘Peaky Blinders’. Partnership with Endemol Shine North America (a Banijay company) and Caryn Mandabach Productions, official brand owner and producer of the “Peaky Blinders” series, kicks off just in time for St. Patrick’s Day and will run through 2022 .
“The Shelbys’ motivations are those of family, loyalty and perseverance, which are the same qualities that have placed Bushmills at the forefront of whiskey making for hundreds of years,” says Lander Otegui. , Senior Vice President of Marketing at Proximo Spirits. “During our partnership, we are excited to connect with a vibrant new generation of whiskey drinkers through collaborative content and experiences that speak to the history and heart of our brand.”
To kick off the partnership, by March 17, fans of Bushmills Irish Whiskey and the TV show “Peaky Blinders” can order a Shelby Sour at their local bar, and Bushmills will cover the cost. The cocktail recipe is inspired by the character of Tommy Shelby. Visit www.Bushmills.com/Shelby for the official program terms and conditions, the Shelby Sour recipe and an exclusive preview of the next release from Bushmills.
“What better way to welcome Bushmills as the official whiskey of the TV series ‘Peaky Blinders’ than with a complimentary whiskey cocktail for our loyal fans,” said Scott Shillet, Vice President, Licensing, Endemol Shine North America. . “We are thrilled to give our extended Shelby family a taste of the partnership on this St. Patrick’s Day as they look forward to the sixth and final season of the hit series.”
Throughout the year, Bushmills and Endemol Shine North America (a Banijay company), in conjunction with Caryn Mandabach Productions, official brand owner of the “Peaky Blinders” brand, will connect with American consumers through a large-scale promotion featuring content co-branded products, a national advertising campaign and live experiential moments.