REDBREAST IRISH WHISKEY BRINGS ICONIC ROBIN TO LIFE AND ANNOUNCES PARTNERSHIP WITH BIRDLIFE INTERNATIONAL – Irish Whiskey News
MEET ROBIN REDBREAST
REDBREAST IRISH WHISKEY BRINGS ICONIC ROBIN TO LIFE AND ANNOUNCES PARTNERSHIP WITH BIRDLIFE INTERNATIONAL
Redbreast Irish Whiskey has unveiled Robin Redbreast, an engaging evolution of its iconic character to inspire a new generation of whiskey lovers. 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 craftsmanship 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.
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Watch Robin Redbreast:
How to Enjoy Redbreast -With Robin Redbreast
Who introduced you to Redbreast – With Robin Redbreast
How did Redbreast get its name? – With Robin Redbreast
Notes:
About Irish Distillers
Irish Distillers is one of Ireland’s leading suppliers of spirits and wines, and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth and hitting sales of 8m cases in 2019. Our brands are exported to 130+ markets, with over 70 of those experiencing double or triple-digit growth.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €400 million to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales of €9,182 million in FY19. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s three-year strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics. As illustrated by the 2030 roadmap supporting the United Nations Sustainable Development Goals (SDGs), “We bring good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis and is ranked No. 1 in the beverage sector in Vigeo Eiris. Pernod Ricard is also a United Nation’s Global Compact LEAD company.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.
About BirdLife International
BirdLife International is the world’s largest nature conservation Partnership. Together we are 116 BirdLife Partners worldwide and growing, with almost 11 million supporters, 7,000 local conservation groups and 7,400 staff. BirdLife is widely recognised as the world leader in bird conservation, a United Nations-recognised civil society observer, and our unique local-to-global approach delivers high impact and long-term conservation for the benefit of nature and people. Find out more at www.birdlife.org
