Redbreast, the world’s most awarded single pot still Irish whiskey, has unveiled a new global platform called ‘Redbreast Unhidden’ designed to showcase hidden gems in film. The initiative partners with BAFTA winner and Irish actor Andrew Scott alongside the SXSW Film & TV Festival.
The platform is part of Redbreast’s new ‘Quite the Find’ global campaign, which celebrates the experience of discovering hidden treasures – drawing parallels to the complex character revealed when first sipping their Irish whiskey.
“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,” said Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey. “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.”
Supporting Emerging Film Talent
At the heart of the initiative, Redbreast will spotlight six original short films by up-and-coming filmmakers at SXSW 2025. The collection includes works spanning various genres and themes: 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).
Scott, best known for his roles in BBC’s Sherlock (2010-2017), Spectre (2015), Fleabag (2019), and All of Us Strangers (2023), personally helped curate the film selection and expressed enthusiasm for the partnership.
“I’m delighted to be partnering with Redbreast on this campaign to encourage creativity and discovery worldwide,” said Scott. “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.”
The partnership addresses a growing challenge in film discovery, with recent research indicating that 60% of global audiences struggle to find unique films amid trending content.
Inaugural ‘Redbreast Unhidden Award’
This year’s SXSW Film & TV Festival will feature the first-ever ‘Redbreast Unhidden Award,’ where one filmmaker will be selected by Scott and receive a financial award to support their work.
Francis Román, Senior Film & TV Programming Manager at SXSW Film & TV Festival, highlighted the significance of the partnership.
“Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 Shorts Filmmakers and their remarkable talent,” said Román. “By supporting short filmmaking, we’re not only elevating today’s storytellers. We’re paving the way for future generations of filmmakers.”
Redbreast, with its century-old tradition of Irish pot still whiskey-making using both malted and unmalted barley, will host various events throughout the SXSW Film & TV Festival from March 11-13, 2025. These include a screening event and a hidden speakeasy cinema-inspired bar.
Film and whiskey enthusiasts unable to attend SXSW will have opportunities to experience curated film and cocktail events in major cities. More information about the ‘Redbreast Unhidden’ platform is available on the brand’s website and social media channels.
Read the full article at Redbreast Irish Whiskey Launches ‘Unhidden’ Film Initiative with Andrew Scott