REDBREAST IRISH WHISKEY LAUNCHES ‘ROBIN REDBREAST DAY’: A NEW GLOBAL INITIATIVE TO HELP KEEP COMMON BIRDS COMMON  

THE INAUGURAL DAY OF AWARENESS KICKS OFF WITH A HUMOUROUS VIDEO FEATURING CHRIS O’DOWD, ENCOURAGING DONATIONS FOR BIRDLIFE INTERNATIONAL  

Today, Redbreast Irish Whiskey is launching ‘Robin Redbreast Day’ a global date in the calendar year designed to raise awareness of the brand’s mission to help keep the common birds common. To kick off its first year, Redbreast has teamed up with the renowned Irish actor and Redbreast fan, Chris O’Dowd, to create a humourous video that will help raise funds to support the brand’s charity partner, BirdLife International.

Redbreast Irish Whiskey is inviting everyone to get involved in its global initiative by simply watching the 60 second clip on social media. For every view the video receives, 25 cents will be donated to BirdLife International to help continue its commitment of keeping the robin and other common birds safe for future generations.* Set in a beautiful cocktail bar, the spot sees the actor and the brand’s iconic mascot, Robin Redbreast, discussing Chris’ fear of heights as he contemplates living his life as a common bird. Robin Redbreast quickly gets things back on track to announce why the pair have come together to raise awareness of BirdLife International, revealing just how simple it is to get involved.

Chris O’Dowd, commented: ‘I am really excited to be supporting Robin Redbreast Day. Common birds all over the world are facing serious issues that we need to come together and solve, so I’m encouraging everyone to watch and share the video across social media to get as many eyes on it as possible. BirdLife International does amazing work supporting common birds, so the more donations we’re able to raise the better!’
Entering the second year of its ‘keeping common birds common’ initiative, Redbreast continues to support the conservation and welfare of birds and their habitats across the globe and is proud to be extending its partnership with BirdLife International for another year. Robin Redbreast Day will take place every year on the second Friday of November – the month that sees robins start to prepare for winter – encouraging whiskey-lovers to annually raise a glass to their feathered friends.
Brendan Buckley, Global Marketing Director at Irish Distillers commented: ‘We are thrilled to be partnering with BirdLife International for another year. We hope that Robin Redbreast Day becomes an annual occasion across the world for people to come together to support the common birds. We wanted to create an easy, accessible way for people to participate and raise funds – and what’s more fun than sharing and watching a video with friends. We think Chris O’Dowd’s Irish humour and creativity is the perfect fit to help us spread the message – and we hope Redbreast fans enjoy it as much as we do!’
Following on from last year’s success, Redbreast Irish Whiskey will also be releasing its limited edition 12-year-old bottle which features an intricately-designed copper casing that transforms into a bird feeder. The limited edition bottle will be made available across nine markets including the UK, Ireland and the US, as well as through Global Travel Retail.
Patricia Zurita, CEO, BirdLife International, commented: ‘With so many birds around the globe threatened, the launch of Robin Redbreast Day couldn’t have come at a better time. We hope the day spreads awareness of the simple, yet important, things we must all do to help protect birds and their habitats whilst also raising vital funds. We’re pleased to have Chris O’Dowd on board to help us spread the word and we are also very excited to see the return of the bird feeder, which created a huge buzz last year! Feeding birds is a contribution everyone can make to their survival.’
Redbreast Irish Whiskey is on a mission to raise up to €100,000 through its Robin Redbreast Day initiatives for its global partner, BirdLife International. Up to €70,000 will be raised through the sales of the limited edition bird feeder bottle and up to €30,000 will be raised from the video content views across social media.
For more information, please visit www.redbreastwhiskey.com.#RobinRedbreast#RedbreastIrishWhiskey

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