Diageo re-enters Irish whiskey

Diageo has announced that it is to launch a new premium Irish whiskey, to be called Roe & Co.

The new whiskey will be made at a new distillery on the Guinness brewery site at St James’s Gate. The total project investment comes to €25 million (£18.6 million) over three years.

Roe & Co is non-chill filtered and bottled at 45% abv. It is named after George Roe, the once world-famous whiskey maker who helped build the golden era of Irish whiskey in the 19th century, Diageo said. The first blend will be available in key European cities from March 1, as part of Diageo’s Reserve range.

Michael Creed TD, minister for agriculture, food and the marine, said: “Irish Whiskey is experiencing a renaissance and is truly an Irish success story. It is now the fastest growing spirit drink in the world with global sales increasing by more than 300% and record exports of over €400 million in the last 10 years.

“This commitment and investment by Diageo comes at an opportune time for the sector which is experiencing unprecedented global demand. €25 million investment in this project over three years will support the local economy, create jobs, and bring a welcome new addition to the city’s tourism offering.”

Tanya Clarke, general manager of reserve Europe, added: “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.”

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