Irish actor Andrew Scott is making waves in the beverage world by partnering with Pernod Ricard for its latest campaign focused on Redbreast Irish whiskey. This collaboration, dubbed the ‘Redbreast Unhidden’ initiative, was unveiled as part of the brand’s broader ‘Quite the Find’ marketing push. The project aligns closely with the vibrant atmosphere of the SXSW Film & TV Festival, taking place from March 11 to March 13, 2025, in Austin, Texas.
The ‘Redbreast Unhidden’ campaign aims to spotlight lesser-known gems within the filmmaking community, seamlessly tying the essence of storytelling to the layered experience of Redbreast whiskey. This initiative reflects both the nuanced craftsmanship of their signature pot still whiskey and the authenticity found in unique cinematic narratives.
Scott will star in a 15-second promotional video for the campaign, showcasing his involvement and enthusiasm for both the whiskey brand and the indie film scene. More than just a promotional stunt, the campaign is structured around the presentation of the first-ever ‘Redbreast Unhidden Award’ to standout filmmakers who embody the spirit of this exciting partnership.
“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, the CEO of Pernod Ricard’s unit Irish Distillers. This sentiment captures the brand's commitment to merging the worlds of quality spirits and innovative storytelling.
Aligning with the SXSW Film & TV Festival allows Redbreast to host numerous engaging events and creative experiences. Attendees can expect to encounter six original short films selected for their depth and originality, all of which will be screened during the festival. This curated selection will highlight new voices and celebrate the art of filmmaking.
Scott, critically acclaimed for his roles in stage and screen productions, continues to champion nuanced narratives, making him the perfect ambassador for this campaign. The films chosen for the festival under the ‘Redbreast Unhidden’ banner are intended to challenge audiences and encourage them to explore beyond mainstream cinema.
The campaign also aims to address the issue of visibility for original films—something many audiences struggle with amid the vast array of content available today. Recent research suggests viewers express growing concern over discovering authentic cinematic experiences. Collaborations like the one between Scott and Redbreast help to bridge this gap and illuminate distinct creative voices from different backgrounds.
Through this campaign, Redbreast isn’t just promoting whiskey; they are crafting a narrative-filled experience, allowing consumers to forge connections with both the drink and the film world. By focusing on lesser-known filmmakers, the brand enhances its cultural relevance and engages with consumers who value independence and artistry.
Notably, this initiative highlights the growing trend within the alcoholic beverages industry to intersect with the film sector, creating innovative marketing channels. By leveraging partnerships with creative influencers and platforms, brands can reach new audiences and encourage richer consumer interactions.
Redbreast has carved out its niche as one of the leading premium Irish whiskey brands. Following last year’s introduction of another aged expression to its lineup, the organization is poised to strengthen its foothold—even more so with the Redbreast Unhidden initiative on the horizon.
Expect to see the ‘Redbreast Unhidden’ presented prominently throughout the festival, not simply as branding but as part of a greater conversation surrounding the importance of stories—both at the glass and on the screen. Whether you’re tasting their unique whiskey or engaging with these films, the experience promises richness at every layer.
On top of creating engaging content, the collaboration signifies a momentum within the marketing and advertising industries toward thematic campaigns. These efforts correspond with broader cultural trends to spotlight authenticity and craftsmanship, whether through spirits or storytelling.
With the Redbreast Unhidden initiative, audiences and filmmakers alike can look forward to honoring the underrepresented artists shaping the future of film. Scott’s active involvement not only enhances brand credibility but also promotes the values of creativity and collaboration, which reflect the heart of filmmaking and artisanship alike.
All eyes will be on Austin for the SXSW Film & TV Festival this March as both the film community and whiskey enthusiasts unite to celebrate creativity, craftsmanship, and the hidden gems waiting to be discovered.