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Sadler's Peaky Blinder Lager

Sadler’s Peaky Blinder Lager has signed a multi-year sponsorship deal with the Irish Football Association (Irish FA) to become the new official beer of the Northern Ireland senior men’s and women’s football teams.

“It’s fantastic to announce our partnership with the Irish FA and we’re looking forward to working together to offer genuine value and experiences for the Green and White Army,” said Aster Sadler, Marketing Director at Sadler’s Peaky Blinder Lager. 

“Being based in the Midlands, we know a lot about the legends who have represented Northern Ireland, West Brom and Birmingham over the last few years and that was a key driver in linking up with the Irish FA – to continue building on the growing links between the Black Country and Northern Ireland.”  

Pictured: Sean Murphy, Chief Operating Officer at the Irish FA, and Ian King, Sales Director at Sadler’s Peaky Blinder Lager, announce the new partnership between the association and Sadler’s.

About Sadler’s Brewing co.

Situated in the heart of the famous ‘Black Country’, Sadler’s Brewing Co. has a rich family history and upholds the strong quality driven values their founders held back in 1861.

Six Generations of Sadler’s have proudly produced beer and spirits for over 150 years.

“We continue to take inspiration from our past whilst always looking forwards to innovate and push the boundaries of beer “ - Chris Sadler, Managing Director

A Brief History  

The original Brewery was founded in 1861 by Benjamin Sadler and later expanded by Nathaniel Sadler in 1900. The Brewery was later inherited by Nathaniel's Son, Thomas who ran the Brewery for a number of years, where he also raised his son John (known as Jack) who was brought up in the Brewhouse. Jack later passed on both his passion and knowledge of brewing to his son and grandson John and Chris Sadler, now fifth and sixth generation Brewers.

“Quality and passion are at the heart of everything we do. Our Highly experienced team produce truly handcrafted beer and spirits that continue win the hearts of our loyal customers throughout the Country and indeed the world”

Now situated in Lye, near Stourbridge, the Brewery is still very much a thriving family run Craft Brewery, supplying Bars, restaurants & shops with Sadler’s award-winning beers throughout the Country. The Brewery now produces a selection of Signature craft beers and a series of distinctive specials in both cask, keg, bottle and can.

“Quality and passion are at the heart of everything we do. Our Highly experienced team produce truly handcrafted beer and spirits that continue win the hearts of our loyal customers throughout the Country and indeed the world” - Chris Sadler, Managing Director.

The Sadler’s market leading Peaky Blinder range continues to represent both our Brewery and region on an international stage. A great brand for both our on and off trade customers.

In recent years Sadler’s have expanded extensively to cope with increased demand for their award-winning products. Their new state of the art facility located in the heart of the Black Country allows Sadler’s to create the very highest quality Beer and Spirits. The Brewery offers tours and brew your own beer experience days in addition to live music every weekend at its onsite bar “The Brewhouse”.

“Sadler’s is a hugely creative and exciting brewery, we have a unique facility that allows us to experiment on our Pilot Brewery and then scale up to support our customer’s needs.” Sam Pegg, Master Brewer at Sadler’s. 

Here's to the next 150 years of Quality Brewing at Sadler's - cheers!