Redbreast
“As the world’s highest-selling single pot still Irish whiskey, our mascot Robin Redbreast has grown to become an internationally recognisable figure. To make sure his real-world counterparts are around for generations to come, we launched Robin Redbreast Day to celebrate our partnership with BirdLife International and raise awareness of our joint mission to ‘Keep the Common Bird Common.’”
Brendan Buckley, Global Marketing Director, Irish Distillers
€100K raised for BirdLife International
What if you could help save the common birds just by looking at your phone? Redbreast Irish Whiskey invited consumers to do just that, donating 25 cents to BirdLife International for every view of the video celebrating Redbreast’s inaugural Robin Redbreast Day, 12 November 2021. Set in a beautiful cocktail bar, the video features Irish actor Chris O’Dowd telling the brand’s iconic mascot, Robin Redbreast, about his fear of heights before announcing that the pair have come together to raise awareness for BirdLife International. The video raised a generous €100,000 to keep the robin and other common birds safe and “common” for future generations. 2022 marks the third year of Redbreast’s “Keep Common Birds Common” initiative, and the brand will be extending its partnership with BirdLife International. Robin Redbreast Day will take place annually on the second Friday of November - the month where robins begin preparing for winter - giving whiskey-lovers a prime opportunity to raise a glass in support of their feathered friends.