Redbreast partners with Andrew Scott
Irish whiskey Redbreast has teamed up with Bafta-winning actor Andrew Scott and the SXSW festival to highlight unique short films.
The new Redbreast Unhidden platform is part of the Irish whiskey brand’s global campaign, ‘Quite the Find’, which celebrates the thrill of discovering hidden gems.
In partnership with Scott and SXSW Film & TV Festival 2025, which will take place from 7-15 March in Austin, Texas, the initiative aims to spotlight films and filmmakers that deserve to be discovered.
The partnership is said to shine a light on a unique form of creativity in film and whiskey – celebrating authenticity and craftsmanship.
Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey, commented: “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.
“We invite whiskey enthusiasts and newcomers on a journey that celebrates craftsmanship, character and complexity in the creative worlds of whiskey and film.”
To launch the partnership with SXSW, Redbreast Unhidden will highlight short film formats.
The brand will host events, including screening opportunities and a hidden speakeasy-style bar, to enhance the festival experience for film fans.
Francis Román, senior film and TV programming manager at SXSW Film & TV Festival, said: “Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 short 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.”
Román continued: “By supporting short filmmaking, we’re not only elevating today’s storytellers. We’re paving the way for future generations of filmmakers.”
Unhidden gems
The campaign is responding to new Censuswide research, which suggested more than half (60%) of people admit they struggle to find unique films because they get trapped by what’s trending.
Since 68% of consumers admit to turning off a film within the first 20 minutes, Redbreast and Scott have curated a selection of never-before-seen ‘cinematic gems’ they believe will make an impression at SXSW 2025.
Redbreast will announce the winner of the Redbreast Unhidden Award at SXSW, which will honour an independent filmmaker selected by Scott for creativity and original storytelling. The winner will receive a grant for future projects.
Scott, brand ambassador for Redbreast Irish whiskey, commented: “I’m delighted to be partnering with Redbreast on this campaign to encourage creativity and discovery worldwide. 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.”
As part of the initiative, Redbreast and Scott will also curate film and cocktail experiences in major cities across the US and Ireland.
Last year, the Irish whiskey brand launched a 38-year-old as the final bottling in its Dream Cask Collection and created a limited release finished in virgin Missouri oak barrels.
Discover more about the platform launch in this short video featuring Scott.
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