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Bushmills launches Peaky Blinders whiskey

01 June 2022 By Christian Smith

Bushmills Irish Whiskey has launched a new Prohibition Recipe expression, in ‘partnership’ with the fictional Shelby Co. Ltd helmed by Tommy Shelby in the BBC’s smash hit Peaky Blinders.

In May, Bushmills teased news of the collaboration with a picture of Tommy Shelby looking characteristically grim and the caption, “We wish we could say more, but you know… Tommy’s orders”.

Now, in partnership with the very much real Endemol Shine North American and Caryn Mandabach Productions, Bushmills has released its Prohibition Recipe Irish whiskey, in celebration of the release of the show’s final season in the United States.

“We couldn’t be more thrilled to have entered into such a fitting partnership between our show, Peaky Blinders and Bushmills,” Caryn Mandabach, the producer and owner of Peaky Blinders, said in a statement. “We are delighted the U.S. fans can toast the launch of this historic, final season on Netflix with this limited-edition partnership whiskey.”

Bushmills Master Distiller Colum Egan commented:

“With this new release, we celebrate Bushmills’ long history and the continued aging of whiskey during Prohibition.

“As the world’s oldest licensed whiskey distillery and one of only a handful of distilleries to survive the 13 long years that preceded repeal day, this whiskey represents uncompromised quality and perseverance in the face of adversity — a story that is shared by both Bushmills and the Peaky Blinders.”

Peaky Blinders is released on Netflix for the US audience on 10 June. Bushmills’ Prohibition Recipe Irish whiskey has an SRP of US$29.99 and will be available in wine and spirits retailers across the United States.