Robin Redbreast – a Different Kind of Ambassador

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Redbreast Irish Whiskey has brought to life the bird from which the brand takes its name, and which adorns the front of every bottle. Robin Redbreast (let’s be honest, they couldn’t have named him anything else, could they?) has gone from the icon of the brand to the voice of the brand in a new initiative which pays homage to the brand’s history. 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.

The personification of Robin coincides with a new global partnership with leading bird conservation charity, BirdLife International. The aim is to raise funds to conserve and restore bird habitats, and monitor bird populations to quickly identify environmental issues. Head of Prestige and Speciality Brands at Irish Distillers, Laura Hanratty, said: “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.”

Patricia Zurita, CEO, BirdLife International commented: “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.”

As you can see from the below clip (as well as other snippets which can be found on Redbreast’s YouTube channel here), Robin has been given a characteristic dry witted Irish sense of humour. As far as marketing ‘stunts’ go, I really like this one (hence I’m writing an article about it) as it not only has a charitable side, but I can really see Robin bringing new drinkers not only to Redbreast, but into the entire Irish whiskey category. And that can never be a bad thing.





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