Redbreast Irish Whiskey has partnered with BAFTA winner Andrew Scott and SXSW Film & TV Festival to shine a spotlight on films and filmmakers that deserve to be discovered.
The collaboration marks the launch of the ‘Redbreast Unhidden’ platform, part of the brand’s overarching global campaign ‘Quite the Find’ which celebrates the thrill of discovering hidden gems.
Rebreast Irish Whiskey and Scott are on a mission to help audience discover new stories by championing unique films through the new platform.
To kick off the partnership with SXSW, ‘Redbreast Unhidden’ will spotlight short film formats.
With some 68% of consumers admitting they turn a film off within 20 minutes of viewing, Redbreast and Scott have unveiled a carefully curated list of never-before-seen cinematic gems, ensuring that they stand out at SXSW 2025.
As one of the most underrepresented genres, short films have launched the careers of top filmmakers like Scott, who is celebrated for his captivating performances and his connection to rich Irish storytelling.
The partnership shines a light on creativity – both in film and whiskey – celebrating authenticity and craftsmanship with Scott bringing his deep passion to the project.
‘Encourage Creativity’
Speaking about the partnership, Scott said, “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.”
Redbreast Irish Whiskey will announce the winner of the ‘Redbreast Unhidden’ Award at SXSW, which will honour an independent filmmaker selected by Scott whose work exemplifies creativity and original storytelling.
The award winner will receive a grant to help support future projects.
The brand will also host a number of experiences throughout the festival to help film fans discover something new, through screening events and a hidden speakeasy cinema-inspired bar.
Senior film and TV programming manager at SXSW Film & TV Festival Francis Román said, “Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 short 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 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.”
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