Halewood opens £1m Peaky Blinder distilleryBy Nicola Carruthers
UK-based Halewood Artisanal Spirits has opened a new £1 million distillery (US$1.3m) for its Peaky Blinder brand in Birmingham on the same site as Sadler’s brewery.
Halewood CEO Stewart Hainsworth told The Spirits Business in September that the firm will open the new Peaky Blinder distillery in Lye, Birmingham, by the end of this year. It is on the same site as Halewood-owned Sadler’s brewery.
The distillery houses four ‘state-of-the-art’ Arnold Holstein stills and is in full production. The new facility will produce Peaky Blinder Spiced Dry Gin and Black Spiced Rum.
The Peaky Blinder range also includes a blended Irish whiskey, an Irish whiskey-based liqueur and a Bourbon.
In August this year, the line was given a new design to emphasise the provenance of the brand. 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.
James Stocker, marketing director, Halewood Artisanal Spirits, said: “After months of planning, we’re very pleased to share our plans for the Sadler’s site in Lye. As we’ve continued to see strong sales for our Peaky Blinder spirits via our e-commerce channels, both in the UK and globally, this felt like the perfect time to bring production back to their rightful home.
“The move also forms part of our ongoing strategy to create a range of artisanal spirits with provenance – and with this state-of-the-art equipment and significant investment in the site, our goal is to put the Black Country on the map as an area synonymous with quality spirits production – all under the strength [of the] Peaky Blinder name.”
The first spirits from the new distillery will be rolled out by the end of 2020.