Peaky Blinder 2

West Midlands brewer Sadler’s is making a move into spirits with a three-strong range inspired by the BBC’s Brummie gangland drama Peaky Blinders.

The brand’s Peaky Blinder Irish Whiskey, Spiced Dry Gin and Black Spiced Rum (all 40% abv) have rolled out with an rsp of £25/70cl.

Launching to coincide with the show’s fourth season, they will sit alongside Peaky Blinder IPA in Sadler’s portfolio.

The new range celebrated “traditional flavours from the 1920s”, said distributor Halewood Wine & Spirits, but they had “a contemporary twist for relevance”. Dry Gin featured “exotic spices and botanicals”, while Irish Whiskey gave “a nod to the region’s Irish contingent” and Black Spiced Rum had “essences of orange, nutmeg, vanilla and raisin”.

Their introduction will be accompanied by PoS reminiscent of the TV show’s art direction, with the tagline ‘Who’s gonna stop us? Nobody’.

The spirits lineup would “make just as strong an impression as Sadler’s ales have” said Sadler’s senior marketing manager Anja Weise-O’Connor.

The brand has also redesigned its look, with a fresh logo inspired by the Black Country’s historical landscape featuring initially on the Peaky Blinder range, as well as Worcester Sorcerer Ale.

“The brand’s new creative across its logo, labelling and other marketing collateral is certainly going to help it stand out in the competitive craft beer and spirit categories,” added Weise-O’Connor.

It follows a recent collaboration with fellow Halewood brand Crabbie’s, which saw Sadler’s lend its IPA to a new alcoholic ginger beer blend, the first of Crabbie’s ‘Crafty Ginger’ collection of brews, which hit Tesco and online retailers this month.