The Irish actor will front the launch of Redbreast Unhidden, which also forms part of the single-pot still Irish whiskey brand's Quite the Find campaign, which celebrates the thrill of discovering hidden gems.
Redbreast Unhidden will host a carefully curated selection of short films. Two-thirds (68%) of consumers admit they turn a film off within 20 minutes of viewing.
“I’m delighted to be partnering with Redbreast on this campaign to encourage creativity and discovery worldwide," said Scott.
"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 will also sponsor the Redbreast Unhidden Award at SXSW, which will honor an independent filmmaker whose work exemplifies creativity and original storytelling as selected by Scott.
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.
"Partnering with Redbreast and Andrew Scott is an incredible opportunity to spotlight some of our SXSW 2025 Shorts Filmmakers and their remarkable talent," said Francis Román, senior film & TV programming manager at SXSW.
"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 these 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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Nodjame Fouad, CEO at Irish Distillers, the maker of Redbreast Irish Whiskey, commented: “Redbreast, as the world’s most awarded single pot still Irish whiskey, is celebrated for its unparalleled complexity, richness, and its signature sherry cask influence.
"The first sip of Redbreast is a unique discovery and a feeling we are excited to share through our new partnership with the immensely talented Andrew Scott and the renowned SXSW Film & TV Festival.
"We invite whiskey enthusiasts and newcomers on a journey that celebrates craftsmanship, character and complexity in the creative worlds of whiskey and film."
* This article was originally published on BusinessPlus.ie.
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