Diageo launches a new premium Blended Irish Whiskey, Roe & Co. The move by Diageo into the premium Irish whiskey category comes as the company announced plans for investment in a whiskey distillery in Dublin. The total project investment comes to €25 million (£18.6 million) over three years.
Roe & Co is named in honor of George Roe, the once world-famous whiskey maker who helped build the golden era of Irish whiskey in the 19th century. Using her 30 years of experience, Diageo’s Master Blender Caroline Martin and her team set about meticulously sourcing and selecting stocks of the very finest Irish whiskies. The first blend of Roe & Co will be available in key European cities from 1st March 2017 as part of Diageo’s growing Reserve portfolio.
Speaking about the launch Minister for Agriculture, Food and the Marine, Michael Creed TD said: “Irish Whiskey is experiencing a renaissance and is truly an Irish success story. It is seeing a return to the success it experienced in its golden era in the 19th Century and is now the fastest growing spirit drink in the world with global sales increasing by over 300% and record exports of over €400 million in the last ten years.”
Commenting on the launch, Tanya Clarke, General Manager of Reserve Europe said: “This is a wonderful project for us at Diageo, highlighting the opportunity we see to develop the premium segment of Irish whiskey and contribute to the category’s growth as it sees new investment and entrepreneurial interest.”
Colin O’Brien Operations Director of Diageo said: “The planned distillery will provide employment in the coming years – both at construction and operation stages. It will complement what is already the country’s most popular tourism offering, The Guinness Storehouse. This investment further demonstrates Diageo’s commitment to the growing vibrancy of The Liberties, one of the City’s most dynamic districts and the home of Irish whiskey during the original golden age of Irish distilling. We are excited that the planned distillery will help revive the proud tradition of distilling in the Liberties.”