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Bushmills Irish Whiskey in US partnership with Peaky Blinders

Bushmills Irish Whiskey – from the world’s oldest licensed whiskey distillery in county Antrim –  is now the Official Whiskey of the Peaky Blinders TV Show in the US, 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, was launched ahead of St. Patrick’s Day with an exciting offer for fans to imbibe like the Shelby’s and will extend through 2022.

The Shelby Family and Bushmills Irish Whiskey share stories of passion and perseverance in the face of adversity. Bushmills has never wavered from its commitment to crafting great whiskey with a recipe passed down through generations of skilled and devoted whiskey-makers. Made on the wild edges of the north coast of Ireland, Bushmills has stood the test of time for over 400 years, having overcome conflict, fire and famine. 

“The motivations of the Shelby’s 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,” said Lander Otegui, senior vice president of marketing at Proximo Spirits. “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, Bushmills Irish Whiskey and the Peaky Blinders TV show created a Shelby Sour from their local bar. The cocktail recipe, inspired by Tommy Shelby, features sweet and fruity flavours, balanced by the smooth, warm finish of Bushmills Original Whiskey.

“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,” said Scott Shillet, vice president of licensing at Endemol Shine North America.

Throughout the year, Bushmills and Endemol Shine North America (a Banijay company), in collaboration with Peaky Blinders‘ official brand owner and series producer, Caryn Mandabach Productions, will connect with US consumers through an exciting, full-scale promotion featuring co-branded content, a national advertising campaign and live experiential moments.

Bushmills Irish Whiskey is crafted with care and passion at the world’s oldest licensed whiskey distillery, The Old Bushmills Distillery, Bushmills, county Antrim has more than 400 years of whiskey-making heritage, which has been passed down through generations.

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, Bushmills10 Year Old Single Malt, Bushmills12 Year Old Single Malt, Bushmills 16 Year Old Single Malt, and Bushmills 21 Year Old Single Malt.

The multi-award-winning gangster epic Peaky Blinders was created and written by Steven Knight (Dirty Pretty Things, Eastern Promises and Locke). Sold to more than 180 countries, the series is widely available internationally on Netflix. The series is owned and produced by Caryn Mandabach Productions and co-produced with Banijay’s Tiger Aspect Productions.  Banijay represent a range of global ancillary rights for the Peaky Blinders brand. Peaky Blinders is distributed by Banijay Rights.

Endemol Shine North America delivers world-class content and compelling storytelling to multiple platforms in the US and across the globe. 

A division of Banijay, the world’s largest international content producer and distributor, subsidiary production companies in the US include Authentic Entertainment, Truly Original, 51 Minds Entertainment, Bunim/Murray Productions, Stephen David Entertainment and Yellow Bird US Its Endemol Shine Latino division oversees all original Spanish and Portuguese-language operations across Latin America, including Endemol Shine Brasil, Mexico City-based Endemol Shine Boomdog and Banijay Mexico and US Hispanic.

Caryn Mandabach Productions is an independent television production company which produces and owns the BAFTA winning drama Peaky Blinders.  In addition to the critically acclaimed series, the company’s oversight includes all development and licensing of the eponymous Peaky Blinders brand.  Founded by Emmy-winning US producer, Caryn Mandabach, whose prolific career includes the creation of iconic titles such as Roseanne, Third Rock from the SunThat 70s Show and Nurse Jackie, the company continues to distinguish itself through the development and production of ground-breaking, culturally relevant content that is consistently part of pop culture vernacular.