Peaky Blinders

Peaky Blinders

Three harvesters from the 1920s in the style of Peaky Blinders

Launching the official wine of the Peaky Blinders.


Brand activation, Advertising, Art direction, Content creation


The Bardet family has been growing on the same vineyards in Saint-Émilion since 1704. Vignobles Bardet therefore had the knowledge and tools to re-produce traditional vinification techniques from the 1920s, in order to create the official wines for the Peaky Blinders series in the most authentic way possible.

Two bottles of red wine Shelby Company and Saint-Emilion lying in a 1920s harvest basket

4 generations ago, Jean Roy Bardet was regularly shipping barrels of wine down the Dordogne river to England, so his wines would have been a likely choice for the fictional Shelby family.

“The wines are just how the Shelbys would have wanted: Rude, but well dressed”

Thibault Bardet
Two harvesters from the 1920s walking through rows of vines


A 360-degree communication campaign promotes the launch of the Shelby Company Ltd. wines by recreating a world of winemaking from the period and in the style of Peaky Blinders.

By order of the Peaky Blinders!

Brand activation

Close up of hammering in a bung into a wine barrel Winemaker in the style of Peaky Blinders rolling a wine barrel through doorway

The film

A journey back in time, bringing the wines to life.

Content creation

1920s winemaker emptying wine vat with spade Vineyard worker in the style of Peaky Blinders pruning vines There's business and there's love graphic with harvest basket illustration Call it my better nature written next to old vine Empty wine bottles sitting in crate waiting to be filled Three vineyard workers gathering and burning sarment from vines This place is under new management by order of the Shelby Company I serve my country every day written over winemakers emptying wine vats

Interactive mobile experience.

Social media advertising

Mockup mobile

In-store experience

Pop-up store

Peaky Blinders Shelby Company official wines popup store in Bordeaux

Take-home Souvenirs

Print Advertising

Film poster advertising visual for the Shelby Company wines

45 items of 1920s clothing, 40 authentic tools and accessories.

Art direction

1920s vineyard worker in the style of the Peaky Blinders pruning vines with secateur
Two 1920s winemakers preparing and cleaning wine barrels
Woman labelling bottles for the Shelby Company with boy in background using corking machine