“By Order of the Peaky Blinders!” A new whiskey is hitting the shelves, and it is certainly one to try.
If you are a fan of Steven Knight’s Netflix series, Peaky Blinders you already know that this gritty series inserts the viewer into an authentic world of early 20th century gangsters in Birmingham, England. This incredibly popular series is distributed around the world in excess of 190 nations. There are now two new six-episode seasons of Peaky Blinders expected to release in 2027 and 2028, extending the series to a fan base that his thirsty for more.
Speaking of thirst, a unique Peaky Blinders branded tie-in whiskey has been created by the U.S. barrel ownership platform Barrel Global. They have partnered with the global entertainment brand behind Peaky Blinders to create a limited-edition whiskey expression.
From their Official Press Release:
“The new whiskey is the result of a collaboration between US-based barrel ownership platform Barrel Global and Banijay Rights, the global distribution arm of content powerhouse Banijay Entertainment. It’s the first in a new line of Peaky Blinders-branded spirits, which will be delivered by Barrel Global as a spirits partner of the show in select territories. Barrel Global partners with craft distillers around the globe, sourcing and blending select spirits that match innovative packaging with rich storytelling.
“The new expression pays tribute to the powerful and criminal Shelby family at the heart of the Peaky Blinders story. Bottled at 45% ABV/90 proof, Peaky Blinders Whiskey is a Kentucky Straight Bourbon finished with Irish whiskey oak staves…The bourbon was selected and blended by the Barrel Global team and distilled at Green River distillery…”
“Peaky Blinders Whiskey offers a unique and complex drinking experience by blending the rich and full-bodied profile of bourbon with the signature smoothness and fruitiness of Irish whiskey. Cherries and stone fruit on the nose are followed by notes of honey, citrus and baking spices. The palate opens with bright stone fruit, toffee and cloves, transitioning into nutty, floral and caramel sweetness. The finish brings marzipan, pleasant minerality and cinnamon spice.”
The marketing team was kind to send me a taste of this new expression and I concur with their tasting experience. Additionally, I did pick up just a tiny hint of delicious maltiness like you’d expect to find in Irish Whiskeys. It is certainly a full-bodied profile with plenty of depth, and quite smooth.
“Barrel Global Founder George Koutsakis said: “As a huge fan of the Peaky Blinders, it’s a privilege to capture their sensational gangster world in a bottle. From the liquid to the design, we wanted to create an immersive experience and I’m really proud of what we’ve achieved.”
“Leila Loumi, SVP Licensing and Merchandising, Banijay Rights added: “We were drawn to partner with Barrel Global because of their ability to act as a one-stop shop for creating the bottle from start to finish, while retaining the creativity and craftsmanship that we needed to bring the story to life. We can’t wait to see how the fans respond to this beautiful bottle.”
Distribution:
“Peaky Blinders Whiskey (750ml) will be available from early March at retailers across the United States, Canada and Mexico, with an RRP of $44.99. Peaky Blinders Whiskey is available for online pre-order and at stores across the US, Canada and Mexico from the start of March.
I asked George: what drives you forward in spirits business? What does success look like for you in this industry?
“I’ve never wanted to do the same as what’s already been done, and our services are focused around creating a unique experience that makes people happy. We’re doing this through our licensing products by making the storytelling front and centre to the whiskey and its packaging. For me, success is doing things differently, opening new doors and giving people great experiences.”
Do you have a favorite style of spirit or whiskey that is personal to you?
“This really depends on my mood and where I am. I love a well-balanced blend, and have a fondness for Scotch whiskies from Islay. Recently, I’ve been enjoying high rye bourbons like our Peaky Blinders whiskey.”
If you could be cast into a season of Peaky Blinders, what would your preferred character look like?
“Since I imagine everyone wants to be Tommy Shelby, I think I’d cast myself among a respected, rival gang that has an understanding with the Shelby family.”
