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1st October 2020 |
Redbreast
Irish Whiskey brings their brand icon to
life and also launch a global
partnership with leading bird
conservation charity, BirdLife
International.
 Aimed at inspiring a new generation of
whiskey lovers, Redbreast Irish Whiskey
has unveiled Robin Redbreast, an
engaging evolution of its iconic
character.
Elevating Robin Redbreast from the icon
of the brand to the voice of the brand,
Robin is a plucky yet charming
character, with a dry wit and Irish
sense of humour that reflects Ireland
and the home of Redbreast in Midleton,
Co Cork.
Evoking the quality and craftmanship of
Redbreast Irish Whiskey, Robin
Redbreast’s new look is carved from
wood, paying homage to the wood casks
that help to make Redbreast Irish
Whiskey so uniquely special.
Redbreast is also launching a global
partnership with leading bird
conservation charity, BirdLife
International, to support the
organisation on its mission to keep the
common bird common. Redbreast Irish
Whiskey will raise funds, help to
conserve and restore bird habitats, and
support BirdLife International in its
quest to monitor bird populations so
that deeper environmental problems (and
successes) can be rapidly identified.
"With the Robin being one of the world’s
most recognisable birds, Redbreast Irish
Whiskey is delighted to take the
opportunity of the launch of its new
character to announce its commitment to
supporting BirdLife International and
the welfare of not only Robins, but all
birds." explains Laura Hanratty, Head of
Prestige and Speciality Brands at Irish
Distillers.
Commenting on the new partnership,
Patricia Zurita, CEO, BirdLife
International adds "We welcome this
partnership with the iconic Redbreast
Irish Whiskey which promises support for
our conservation work in Ireland and
globally. With the new Robin Redbreast
ambassador launched, we’re looking
forward to working with the Redbreast
team as they join us in our mission to
keep common birds, and not so common
birds, common."
The ongoing partnership between
Redbreast and BirdLife International,
will aim to educate consumers on how to
protect the common birds, and will see
the first limited-edition Value-Added
Pack launching later next month.
Redbreast is the world’s bestselling
single pot still Irish whiskey, a style
of whiskey which is historically unique
to Ireland. First referenced in 1912,
"Redbreast" was a nickname given to the
whiskey by the chairman of Dublin
whiskey bonders Gilbeys, who was an avid
birdwatcher. The robin symbol has been
synonymous with the brand’s growing
reputation ever since.
Today Redbreast is considered the
definitive expression of single pot
still Irish whiskey and features a range
of expressions from 12-Year-Old through
to 15, 21 and now 27-Year-Old – as well
as Redbreast Lustau Edition and the
brand’s eagerly anticipated annual Dream
Cask bottling of the rarest casks in the
Redbreast inventory. The brand has built
a global reputation for excellence by
marrying a combination of the world’s
finest aged pot still whiskeys, created
at the world famous Midleton Distillery
in Cork, and finishing them in a
combination of the very best bourbon,
sherry and port casks.
With ambitious growth plans for
Redbreast, which was also recently named
in IMPACT’s top five-selling Irish
whiskeys in the US, the introduction of
Robin Redbreast has been designed to
drive discovery with more whiskey fans,
broadening its audience by creating a
distinctive and memorable character for
the beloved range.
Robin Redbreast will feature in a series
of digital creatives, flying in to share
brand news and celebrate occasions with
whiskey lovers across the globe. Shot on
location at Midleton Distillery, fans
can also expect cameos from Irish
Distillers’ expert whiskey blenders
Billy Leighton and Dave McCabe.
"We know that the Redbreast audience is
driven by curiosity and that they
discover new brands that they can engage
with online. As we seek to widen the
audience for the brand, it is a natural
next step to introduce a modern-day
digital evolution of our revered Robin
that encapsulates the essence of the
brand and the people who make it,"
explains Laura Hanratty.
Robin Redbreast has been created by The
Public House with CGI development
produced by Jelly London and will be
rolling out across global marketing
channels from 1 October.
If you fancy trying Redbreast whiskey
you will find the current Redbreast whiskey range available from specialist
online whisky retailers such as
The Whisky Exchange,
The Whisky Shop and
Master of Malt
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