Sadler’s Brewing Co. Pulls a Blinder with Football Partnerships

Sadler’s Brewing Co., a six-generation, family-run craft brewery has built on its strategic partnerships with a further football team in its heartland, with Sadler’s Peaky Blinder Lager becoming West Bromwich Albion’s official beer partner. The news follows official confirmation of the beer becoming Birmingham City Football Club’s back-of-shirt sponsor. Both partnerships align Sadler’s Peaky Blinder Craft Lager with the nation’s favourite sport and form the basis of a wider sports platform in the long term.

The deals will run for two seasons and coincide with the launch of its Peaky Blinder Craft Lager (4.1% ABV ) in new 330ml cans. Tapping into proven growing appetite for craft lager in can format[1], Sadler’s Peaky Blinder Lager cans launch at a time when the £193 million segment continues to be the primary driver of growth in the beer category[2].  

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

Aster Sadler, Marketing Director, at Sadler’s Brewing Co., said:

The partnerships we’ve forged with Birmingham City FC 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.

The Peaky Blinder gang were infamous in Birmingham and its public houses for deriving power by illicit means. Sadler’s Brewing Co. has been brewing in and around Birmingham since 1861, and as the proprietors of public houses in the area throughout history, has firm links with members of the original Peaky Blinder gang members.

Sadler continues: 

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. 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.  

Tasting Notes:

A crisp refreshing pale lager that balances the soft smooth bitterness of British hops with the uplifting pine and citrus notes of American Cascade.

Colour: Pale Gold

International Bitterness Units scale: 19

Hops: First gold, amarillo, goldings, challenger, cascade

Malts: Lager malt, caramalt 


Sadler’s Peaky Blinder Craft Lager and its wider Peaky Blinder beer portfolio will be supported by sports sponsorship activities and subsequent marketing activities throughout 2020, alongside outdoor advertising, POS, PR and digital campaign activity plus sampling across the convenience channel.

Peaky Blinder Craft Lager Cans are available now from participating retailers and