Today, Redbreast Irish Whiskey is announcing its global partnership with the 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.
BirdLife International is a global partnership of conservation organisations that strive to conserve birds, their habitats and global diversity, and works with people to promote the sustainable use of natural resources. With at least 40% of all bird species in decline, BirdLife International and its 10million members and supporters are doing all they can to reverse the trend and protect the birds.
“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.
In line with the announcement, Redbreast Irish Whiskey is also unveiling Robin Redbreast, a playful and engaging evolution of its iconic symbol 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 the people of Ireland – and the home of Redbreast. Evoking the quality and craftmanship of Redbreast Irish Whiskey, Robin Redbreast’s new look is carved from wood, paying homage to the wood casks that help to make Redbreast so uniquely special.
“First referenced in 1912, the Robin Redbreast symbol has been at the core of Redbreast’s reputation ever since. 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.
Making his digital debut, rising star Robin Redbreast adds, “With my name on the label, lending my voice and personality was a natural progression. Took them long enough to ask. But now I’m ready to #PassItOn and welcome new Redbreast fans into the flock.”