REDBREAST IRISH WHISKEY TEAMS UP WITH ACTOR ANDREW SCOTT & SXSW FILM & TV FESTIVAL TO SHINE A LIGHT ON HIDDEN GEMS IN FILM
The Irish duo reveal a selection of short films to be showcased at the acclaimed festival, culminating in the presentation of a new filmmaker award
NEW YORK, Feb. 26, 2025 /PRNewswire/ -- Redbreast®, the world's most awarded single pot still Irish whiskey1, proudly announces the launch of 'Redbreast Unhidden,' a global platform designed to spotlight hidden gems in film. In partnership with BAFTA winner, Golden Globes and SAG nominee, Irish actor Andrew Scott and the renowned SXSW Film & TV Festival, this initiative aims to uncover bold stories and exceptional, yet lesser-known, films.
'Redbreast Unhidden' is part of Redbreast's new global campaign, 'Quite the Find,' which celebrates the thrill of unearthing hidden treasures — much like the first sip of Redbreast Irish Whiskey, revealing its complex layers of character and depth. True to the Irish pot still tradition, Redbreast has been crafting its distinctive whiskey for over a century, using a mash bill of a mix of malted and unmalted barley. This quintessential style of whiskey-making embodies the craftsmanship and complexity for which Redbreast is known. Through 'Redbreast Unhidden', Redbreast and Andrew Scott aim to inspire audiences to seek out extraordinary films and explore fresh perspectives that might otherwise go unnoticed.
"Redbreast, as the world's most awarded single pot still Irish whiskey, is celebrated for its unparalleled complexity, richness, and its signature sherry cask influence. The first sip of Redbreast is a unique discovery and a feeling we are excited to share through our new partnership with the immensely talented Andrew Scott and the renowned SXSW Film & TV Festival," said Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey. "We invite whiskey enthusiasts and newcomers on a journey that celebrates craftsmanship, character and complexity in the creative worlds of whiskey and film."
As part of the partnership with SXSW, Redbreast will spotlight short films, featuring a selection of six original works by up-and-coming filmmakers: One Day This Kid (Alexander Farah), Entre Tormentas (Frank Zayas), Nervous Energy (Eve Lui), Sweetbriar (Danny Rivera), Brief Somebodies (Andy Reid) and I'm The Most Racist Person I Know (Leela Varghese). Carefully curated by Andrew Scott and Redbreast, the films were chosen for their values of authenticity, craftsmanship, discovery, and resilience. The collection spans a variety of genres, from dramas and comedies to docu-fictions, covering themes including societal expectations and stereotypes, familial love and explorations of identity.
"I'm delighted to be partnering with Redbreast on this campaign to encourage creativity and discovery worldwide," said Andrew Scott, acclaimed actor and brand partner for Redbreast Irish Whiskey. "It's been really fun to be part of, especially given their initiative to encourage filmmakers of the future, whose voices need to be supported now more than ever."
This year's SXSW Film & TV Festival will also feature the very first 'Redbreast Unhidden Award', in which one of the filmmaker finalists will be selected by Andrew Scott and honored with a financial award. This award aims to raise awareness and foster the growth of original storytelling in film, addressing the growing challenge highlighted by recent research, which shows that over half (60%)2 of global audiences struggle to discover unique films, often getting caught up in trending content.
Francis Román, Senior Film & TV Programming Manager at SXSW Film & TV Festival added, "Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 Shorts Filmmakers and their remarkable talent. Our focus at SXSW is to discover, celebrate, and amplify fresh and original voices in filmmaking. For us, the beauty of programming is finding those hidden gems, and through 'Redbreast Unhidden', we get to champion these artists even further. By supporting short filmmaking, we're not only elevating today's storytellers. We're paving the way for future generations of filmmakers."
Redbreast Irish Whiskey will host a series of events and experiences throughout the SXSW Film & TV Festival, from March 11 to 13, 2025, including a screening event and a hidden speakeasy cinema-inspired bar. To learn more, head to Redbreast's SXSW page.
For those film and whiskey fans unable to attend SXSW, Redbreast Irish Whiskey will be curating exclusive film and cocktail experiences, bringing the spirit of SXSW across major cities. To find out more about the 'Redbreast Unhidden' platform and the 'Quite the Find' campaign please visit www.redbreastwhiskey.com/en/redbreast-unhidden or follow @RedbreastUS on social media.
Follow Redbreast on social:Instagram @RedbreastUSFacebook @RedbreastSinglePotStill
About Irish Distillers
Irish Distillers, a Pernod Ricard company, is a producer of some of the world's most well-known and successful Irish whiskeys and Ireland's leading supplier of spirits and wines. Led by Jameson, our brands are driving the success of Irish whiskey globally. Jameson is the world's bestselling and most awarded Irish whiskey, a top 3 selling international whiskey brand and a top 10 international spirits brand, achieving +1% net sales growth globally in FY24. Our brands are exported to 130+ markets around the world.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son, and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network.
In 2025, Midleton Distillery celebrates 200 years of distilling excellence by unveiling stories from the Irish Distillers archives and hosting a series of special whiskey launches and events.
We employ over 800 people across our operations in Cork, Dublin and Northern Ireland.
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët
Media ContactAriane Haddad, ariane@toarticulate.com
1 Based on nine competitions in 2024: The Irish Whiskey Masters, IWSC, ISC, BTI, SFWSC, NY World Wine & Spirits Competition, Singapore World Spirits Competition, Luxury Masters, and World Whiskies Awards."
2 The research was conducted by Censuswide with 6001 Consumers 18+ in the UK, USA and Ireland between 16.01.2025-22.01.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.
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SOURCE Redbreast Irish Whiskey
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