Brand Strategy & Marketing

REDBREAST
TAKING FLIGHT GLOBAL ADVOCACY PROGRAM

A liquid-first approach that proves why Redbreast is the world’s most beautifully crafted Irish whiskey We created more than a set of serves – we built a global framework that brings Redbreast’s craft and pot still mastery into clear focus. Our role was to translate deep technical knowledge into simple, memorable moments of discovery for bartenders and drinkers. By placing the liquid at the heart of every choice, we crafted a strategy that feels warm, generous and unmistakably Irish, while elevating Redbreast as the benchmark of premium Irish whiskey.

The ask

Redbreast needed a global serve strategy that could broaden understanding of Irish whiskey while staying true to the brand’s depth, craft and warmth. The challenge was to translate complex production, flavour and heritage into clear, compelling experiences for both new drinkers and seasoned advocates, and to give markets a consistent yet flexible framework for education, storytelling and activation.

What we Did

We developed a liquid-first global serve framework that showcases Redbreast’s character through modern, elevated serves and clear flavour-led guidance. This included an advocacy playbook, modular training tools, visual assets and a market-ready activation approach. Each element was designed to simplify expertise, strengthen brand comprehension and help bartenders and markets bring Redbreast’s craft and Irish spirit to life with confidence and consistency.

“Sweet&Chilli crafted a Redbreast advocacy platform with real depth – from the scripts to the tasting kits and masterclass materials, everything was rich, considered, and beautifully aligned to the brand.”
Dylan Shirley
Senior Brand Manager

Johnnie Walker – Serve Strategy

 Brand Strategy & Marketing

Hendricks – Digital Brand Home

 Campaign & Content