Embourg Beer Can from Channel 4's 'Shameless'

A 440ml Embourg Premium Lager can, with contents, from the television programme "Shameless." A fictional beer brand created for the Channel 4 show.

To get around the product placement rules set out by Ofcom’s broadcasting code Company Pictures’ art department created fictional branding.

The television show Shameless, originally created by Paul Abbott, was loosely based on what he described as his ‘sub-working class’ upbringing in Burnley. It follows the fortunes of characters living on the fictional Chatsworth Estate in Manchester, centering on the Gallagher and Maguire families. The show uses humour to explore social issues including life on benefits, crime and alcoholism. It is an interesting and lively portrayal of life in Manchester at the start of the 21st century.

Shameless was made in Manchester from 2003 until 2013. The show was produced by Company Pictures and broadcast on Channel 4. It first aired in January 2004. In total 139 episodes were made over 11 series. Shameless was originally filmed on location in West Gorton, but in 2007 the production moved to a purpose-built set at the Roundthorn Industrial Estate in Wythenshawe. The sets and props were either sourced or created by the production companies’ art departments. The costumes were sourced by the costume department led by Jo Slater.

The show has won and been nominated for multiple awards, including BAFTAs, International Emmys and National Television Awards. It has been broadcast in countries such as Brazil, Israel and Finland. It has also been remade for American television. Shameless helped to launch the careers of actors James McAvoy, Maxine Peake and Anne-Marie Duff.