Redbreast is bringing Irish whiskey to a new generation of fans
The brand has a whimsical new ambassador we defy you not to fall in love with
Words: Gentleman's Journal
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We talk a lot about whiskey over here at Gentleman’s Journal HQ but largely, we’ll admit, our conversation centres on Scotch. And while there’s no denying the merits of a single malt, we’ve come to realise we’re missing out. There are fantastic whiskeys being distilled just as close to home that we, and many finding their way into the whiskey world, have overlooked. Thankfully Redbreast Irish whiskey is on a mission to change that.
Offering up single pot still Irish whiskey in 12, 15, 21 and 27-year-old expressions that are considered to be some of the world’s best, Redbreast’s award-winning spirits are best known by whiskey lovers and those in the know. This month, however, the brand has unveiled a charming new spokesbird set to change all that. Meet Robin Redbreast.
Based on the iconic logo that has been part of Redbreast’s branding for over a century, this playful new character has been brought to life in the form of a CGI wooden figure inspired by the casks in which Redbreast whiskey is aged and paying homage to the craftsmanship and quality of its spirits. Of course, Robin is also bursting with the dry humour, wit and charisma the people of his home, County Cork, are known for.
“First referenced in 1912, the Robin Redbreast symbol has been at the core of Redbreast’s reputation ever since. We know that the Redbreast audience is driven by curiosity. As digital natives, they discover new brands that they can engage with online. What better way to widen this audience than 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, Head of Prestige and Speciality Brands at Irish Distillers, parent company of Redbreast Irish whiskey.
Making his digital debut, rising star Robin Redbreast adds, “With my name on the label, lending my voice and personality was a natural progression. Took them long enough to ask. But now I’m ready to #PassItOn and welcome new Redbreast fans into the flock.”
Alongside appearances in online videos with Irish Distillers’ expert blenders Billy Leighton and Dave McCabe, Robin Redbreast will also be the face of a new global partnership between Redbreast and bird conservation charity BirdLife International. The partnership will see Redbreast help raise funds so BirdLife International can continue its vital work conserving and restoring avian habitats and monitoring bird populations to provide early warning signs of environmental issues.
“We welcome this partnership with the iconic Redbreast Irish Whiskey which promises support for our conservation work in Ireland and globally,” says Patricia Zurita, CEO of BirdLife International. “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 collaboration also promises to produce some rather special limited edition bottles so check back with us in the coming months for more on those. For now, however, we invite you to pour a generous measure of Redbreast Irish Whiskey and relax into the whimsical world of Robin Redbreast.
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