News & Media

Sadler’s award winning Peaky Blinder spirits have been given a new look for summer 2020, emphasising the brand’s provenance and guaranteeing greater stand out on shelf.  

Developed at the Sadler’s headquarters on the edge of the Black Country, whose pubs once served the real life Peaky Blinder gang – the portfolio features a range of premium spirits from Blended Irish Whiskey and Black Spiced Rum to Spiced Dry Gin. Each bottle represents a different character from the late 19^th and early 20^th century Peaky Blinder gang and other gangs, with genuine mug shots from the police archives used on the labels.

The labels have received a refresh for greater clarity of the characters, whilst the bottles have also been updated with an embossed Thomas A Sadler logo – a seal of quality from Thomas A Sadler when he created the Sadler’s Brewery in the 1800s, emphasising the heritage of the brand.

Sam Caulfield, Brand Manager for Dark Spirits at Halewood Wines & Spirits; “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[¹] – so we’re confident that the update will present both retailers and licensees with an attractive sales opportunity this summer”.

The new bottles are available to order now. For more information about the range please visit – https://www.sadlersales.co.uk/collections/peaky-blinder-spirits.

[1] Sales data, Sadler’s Ales D2C channel, 15-Jul-2020 – 20-Jul-202