Rebreast whiskey creates bird feeder

Irish whiskey label Redbreast has unveiled a limited edition copper bottle holder that doubles up as a bird feeder.

The Irish Distillers-owned brand is selling the bird feeder alongside bottles of Redbreast 12 Year Old whiskey, with €15 (US$18) from every sale going towards aviary charity Bird Life International.

Laura Hanratty, head of prestige and speciality brands at Pernod Ricard’s Irish Distillers unit, said the company worked closely with the charity “to ensure the bird feeder honours our mission of helping to protect not only robins, but all common birds, as we move into the colder months and food begins to become scarce.

“We are thrilled to provide this at no additional cost to Redbreast fans across the globe and simultaneously further support the work of Bird Life International by donating €15 for each limited edition bottle sold.”

The company has reworked its marketing strategy over the past few months to focus more on its robin logo, launching a digital campaign in October featuring the animated character Robin Redbreast.

Redbreast also revealed a new global partnership with Bird Life International last month to support the organisation on its mission to conserve birds.

The case, which can be separated from the bottle, filled with bird feed and hung anywhere outside, is available to buy from the Redbreast website for €60 (US$71) on bottles of Redbreast 12 Year Old.

Patricia Zurita, CEO, Bird Life International, said the feeder will make consumers more aware of “simple rey important things we can all do to help protect birds”.

“Whether they’re garden birds or migratory birds passing through, all species will benefit from this, not just robin redbreasts. This bird feeder will also spread awareness of the simple, yet important, things we can all do to help protect birds whilst also raising vital funds.”

The limited edition Redbreast 12 Year Old with copper bird feeder is available for pre-order now and will be shipped in December. It is limited to 2,000 bottles and only one can be purchased per customer.

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