Peaky Blinder spirits sport new look

Aug 7, 2020by Melita Kiely

Halewood Wines & Spirits has revealed a new design for its Peaky Blinder spirits range to emphasise the provenance of the brand.

The Peaky Blinder range was developed by craft brewery Sadler's and comprises a blended Irish whiskey, black spiced rum and a spiced dry gin. Each bottle represents a different character from the late 19th and early 20th-century Peaky Blinders gang and other gangs. The labels feature authentic mug shots from police archives. As part of the refresh, the characters have been greater clarity on the labels. Furthermore, the bottles are now embossed with the Thomas A Sadler logo, a ‘seal of quality’ from the man himself when he created Sadler’s Brewery in the 1800s and a nod to the heritage of the brand. Sam Caufield, brand manager for dark spirits at Halewood Wines & Spirits, said: “Sadlers have been making quality beers and spirits since 1861, bringing over a century’s worth of knowledge and expertise to the creation of the Peaky Blinder range. “Since the range launched, it has grown a strong fan base of consumers who love the story of the brand and the quality spirits. “The Peaky Blinder’s new get up has also proved to be a huge success, seeing a huge 105% spike in sales since going live – so we’re confident that the update will present both retailers and licensees with an attractive sales opportunity this summer.” The bottles are available to pre-order now.