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Official Shelby beer launched by order of the Peaky Blinders

By John Corser | Business | Published:

A new official beer of the smash-hit Peaky Blinders TV series was launched last night.

The Shelby pump clip and a pint of the new official Peaky Blinders ale

Shelby is an India Pale Ale that is being brewed by Derbyshire's Thornbridge Brewery.

The existing Peaky Blinder beer range, produced by Sadler's is not approved by the makers of the Birmingham and Black Country-set series.

The five per cent strength golden amber-coloured Shelby IPA is inspired by the style of beer consumed in 1919.

It is being brewed with series makers Endemol Shine Group and official brand owner Caryn Mandabach Productions,

The official launch of Shelby was at the new Thornbridge pub, The Colmore in Colmore Row, Birmingham.

Bakewell-based Thornbridge will also be bottling Shelby which will be available from March 9 through its website.

Steven Knight, creator and writer of Peaky Blinders, said: “Shelby beer is the first and only legitimate Peaky endorsed beer. It has been crafted to be the same brew the Peaky boys would have drunk in the pubs of Small Heath. It really is the authentic taste of the Peaky Blinders world."

Jane Smith, group director for brand Licensing and gaming at Endemol Shine Group, said: "We have always wanted to find the right partner for a legitimate beer inspired by the Peaky Blinders series. Thornbridge are that partner as they are truly passionate about the product they are creating which is an authentic beer capturing the essence of the world of Peaky Blinders. We look forward to a long and fruitful partnership.”

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Simon Webster, chief executive of Thornbridge, added; "We’re incredibly proud to be working alongside the creators of Peaky Blinders, it’s an honour to have been asked to collaborate with such a legendary show. We wanted to ensure we created something that the Peaky Blinders would have found on the bar at The Garrison and we think we’ve done just that. We hope Shelby will bring pleasure to many."

Susan Waddell, commercial director at Caryn Mandabach Productions, said: "It is thrilling to think that fans of the TV series can now enjoy drinking the kind of beer that Tommy Shelby and the Peaky Blinders would have drunk in The Garrison. We are delighted with this official partnership with Thornbridge for Peaky Blinders beer. As it says on the bottle: By order of the Peaky Blinders!"

Sadler's Brewery in Lye closed recently with the owners moving production of its Peaky Blinder ales to the Hawkshead Brewery in the Lake District.

John Corser

By John Corser
Business Reporter - @JohnCorser_Star

Express & Star Business Editor at head office, Wolverhampton. Welcomes all news of companies and business organisations.

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