Peaky Blinder lager now available in 33cl cans

Stourbridge-based brewery Sadler’s has launched its popular Peaky Blinder lager in 33cl cans in time for season five of the hit BBC show.

Peaky Blinders dramatizes the trials and tribulations of a gang that operated largely in Birmingham during the Victorian era, starring Cillian Murphy, Helen McCrory and Paul Anderson.

The new Peaky Blinder beer range will carry new-look labels featuring original members of the notorious street gang. 

Sadler’s has also sponsored two of its biggest local football clubs in a bid to drive awareness of its lager.

The firm is now the official beer partner of West Bromwich Albion and its Peaky Blinder logo also adorns the back of the Birmingham City players’ shirts.

Marketing director Adam Sadler said: “The partnerships we’ve forged with Birmingham City and The Albion underpin a new era for the Sadler’s Peaky Blinder lager brand.

“They provide a crucial platform from which to boost brand exposure amongst a core audience and profile our craft lager cans and bottles to a prime audience, building our brand affinity with football and sports for the long term.  

“Football fans are as passionate about their clubs as we are uncompromising on our brewing, so we’re positive that Peaky Blinder craft lager will soon become the match day drink of choice and give stockists the opportunity to capitalise on the football season ahead.”

Sadler’s has been brewing in the west Midlands since 1861 and claims to have “firm links with members of the original Peaky Blinder gang members” thanks to owning pubs in the area.

“Sadler’s has a rich and long-standing legacy when it comes to both the on and off-trade in Birmingham and the Black Country, holding a genuine place in the areas’ brewing history,” said Sadler. “Peaky Blinder craft lager will attract new craft lager drinkers to the category via its new canned format, the football platform, and an authentic brand history to boot, at a time when appetite for craft lager is at an all-time high.”     

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