Redbreast Irish Whiskey has announced a collaboration with acclaimed Irish actor Andrew Scott and the South by Southwest (SXSW) Film & TV Festival to launch the ‘Redbreast Unhidden’ platform. This initiative aims to highlight underrepresented short films and emerging filmmakers, aligning with Redbreast’s global ‘Quite the Find’ campaign, which celebrates the discovery of hidden gems akin to experiencing Redbreast’s distinctive whiskey for the first time.
Andrew Scott, known for his award-winning performances and deep roots in Ireland’s storytelling heritage, will serve as the brand ambassador for this campaign. He will curate a selection of short films from SXSW 2025, bringing attention to unique narratives that might otherwise remain undiscovered. Scott expressed his enthusiasm for the partnership, stating, “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.”
The ‘Redbreast Unhidden’ platform seeks to address the underrepresentation of short films, a genre that has historically been a springboard for notable filmmakers and actors, including Scott himself. By showcasing these works, the initiative aims to foster creativity and provide a platform for original storytelling.
As part of the SXSW partnership, Redbreast will present the ‘Redbreast Unhidden’ Award, honouring an independent filmmaker selected by Scott whose work exemplifies creativity and originality. The award includes a grant to support future projects, underscoring Redbreast’s commitment to nurturing emerging talent.
In addition to the award, Redbreast will host several events throughout the festival, including film screenings and a speakeasy-style bar inspired by classic cinemas, offering attendees an immersive experience that blends the worlds of film and whiskey.
Francis Román, Senior Film & TV Programming Manager at SXSW, commented on the collaboration: “Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 Shorts 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.”
Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey, added: “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.”
For those unable to attend SXSW, Redbreast and Andrew Scott plan to curate film and cocktail experiences in major cities across the US and Ireland, extending the reach of the ‘Redbreast Unhidden’ initiative. More information about these events and the platform can be found at Redbreast Unhidden.
This partnership exemplifies a fusion of Irish cultural heritage, cinematic artistry, and the craftsmanship of whiskey-making, offering audiences worldwide an opportunity to engage with and support emerging creative talents.
