Banijay Rights, the global distribution arm of media and entertainment group Banijay Entertainment, today announces a brand-new Peaky Blinders beer range with the launch of two premium British lagers inspired by the heritage, attitude and authenticity of the iconic and critically acclaimed TV series.

Brewed with the expertise of award-winning Freedom Brewery, based in the heart of the Midlands, the newly created The Peaky Blinders Brewery Co. will initially debut at a range of Banijay Rights-licensed venues across the UK, with further roll-out details to follow.

The range will launch with two lagers:

• Garrison: Named after the notorious pub owned by the Shelby family in the iconic series, is a cold, crisp refreshing 4.6% ABV lager with a full-bodied taste and noble hop aromas.
• Shelby Signature: Namesake of the show’s iconic anti-hero, Tommy Shelby, a 3.4% ABV session lager with gentle bitterness, delicate tangerine and citrus notes, and a wonderfully sessionable finish.

Peaky Blinders creator and writer, Steven Knight said: “I think the Peaky Blinders beer range is fantastic. It’s good to see Midlands-based businesses supported and it’s right that Peaky should be brewed there. It doesn’t hurt that it also happens to be a great lager too.  By mad coincidence, the brewery is a brewery that I once owned and ran in Staffordshire.”

Negotiated by Banijay Rights, the deal comes ahead of BLE 2026 at London’s ExCel arena next month.  Leila Loumi, SVP Licensing and Merchandising, Banijay Rights said: “Born in the Midlands – just like Peaky Blinders itself – and brewed with purpose, this is not just a premium lager range but a brand extension of a globally recognised story. Sitting at the intersection of culture, craftsmanship and character and in one of the fastest beer growing categories in the UK, this is the start of an incredibly exciting journey for The Peaky Blinders Brewing Co.”

Matthew Willson, Managing Director, Freedom Brewery, added: “Partnering with Peaky Blinders on beer felt completely natural and are incredibly excited to bring this world to life through this collaboration. At Freedom Brewery, we’ve brewed a distinct, crisp British lager that honors the heritage and bold storytelling of the show, and we can’t wait for fans to taste it.”

Both lagers are vegan and sustainably made with 100% British ingredients and with full farm waste repurposing. These will be followed by the introduction of additional beer varieties to the portfolio.

Peaky Blinders is the award-winning British epic crime TV series created and written by Steven Knight(House of Guinness, SAS Rogue Heroes, Taboo). Two new six-episode seasons produced by Banijay UK labels Kudos and Garrison Drama for the BBC in the UK and Netflix globally, are expected in 2027 and 2028.