Redbreast Irish Whiskey Teams Up With Actor Andrew Scott And SXSW Film & TV Festival To Shine A Light On Hidden Gems In Film

The Irish duo reveal a selection of short films to be showcased at the acclaimed festival, culminating in the presentation of a new filmmaker award

NEW YORK, NY | FEBRUARY 26, 2025 - Redbreast®, the world’s most awarded single pot still Irish whiskey1, proudly announces the launch of ‘Redbreast Unhidden,’ a global platform designed to spotlight hidden gems in film. In partnership with BAFTA winner, Golden Globes and SAG nominee, and Irish actor Andrew Scott and the renowned SXSW Film & TV Festival, this initiative aims to uncover bold stories and exceptional, yet lesser-known, films.

‘Redbreast Unhidden’ is part of Redbreast’s new global campaign, ‘Quite the Find,’ which celebrates the thrill of unearthing hidden treasures — much like the first sip of Redbreast Irish Whiskey, revealing its complex layers of character and depth. True to the Irish pot still tradition, Redbreast has been crafting its distinctive whiskey for over a century, using a mash bill of a mix of malted and unmalted barley. This quintessential style of whiskey-making embodies the craftsmanship and complexity for which Redbreast is known. Through ‘Redbreast Unhidden’, Redbreast and Andrew Scott aim to inspire audiences to seek out extraordinary films and explore fresh perspectives that might otherwise go unnoticed.

“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,” said Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey. “We invite whiskey enthusiasts and newcomers on a journey that celebrates craftsmanship, character and complexity in the creative worlds of whiskey and film.”

As part of the partnership with SXSW, Redbreast will spotlight short films, featuring a selection of six original works by up-and-coming filmmakers: 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). Carefully curated by Andrew Scott and Redbreast, the films were chosen for their values of authenticity, craftsmanship, discovery, and resilience. The collection spans a variety of genres, from dramas and comedies to docu-fictions, covering themes including societal expectations and stereotypes, familial love and explorations of identity.

“I’m delighted to be partnering with Redbreast on this campaign to encourage creativity and discovery worldwide,” said Andrew Scott, acclaimed actor and brand partner for Redbreast Irish Whiskey. “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.”

This year’s SXSW Film & TV Festival will also feature the very first ‘Redbreast Unhidden Award’, in which one of the filmmaker finalists will be selected by Andrew Scott and honored with a financial award. This award aims to raise awareness and foster the growth of original storytelling in film, addressing the growing challenge highlighted by recent research, which shows that over half (60%)2 of global audiences struggle to discover unique films, often getting caught up in trending content.

Francis Román, Senior Film & TV Programming Manager at SXSW Film & TV Festival added, “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. By supporting short filmmaking, we’re not only elevating today’s storytellers. We’re paving the way for future generations of filmmakers."

Redbreast Irish Whiskey will host a series of events and experiences throughout the SXSW Film & TV Festival, from March 11 to 13, 2025, including a screening event and a hidden speakeasy cinema-inspired bar. To learn more, head to Redbreast’s SXSW page.

For those film and whiskey fans unable to attend SXSW, Redbreast Irish Whiskey will be curating exclusive film and cocktail experiences, bringing the spirit of SXSW across major cities. To find out more about the ‘Redbreast Unhidden’ platform and the ‘Quite the Find’ campaign please visit Redbreast's website or follow @RedbreastUS on social media.

1 Based on nine competitions in 2024: The Irish Whiskey Masters, IWSC, ISC, BTI, SFWSC, NY World Wine & Spirits Competition, Singapore World Spirits Competition, Luxury Masters, and World Whiskies Awards.”

2 The research was conducted by Censuswide with 6001 Consumers 18+ in the UK, USA and Ireland between 16.01.2025-22.01.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.