Diageo unveils plans for new Irish whiskey distillery
Diageo is to launch a new premium blended Irish Whiskey called Roe & Co. The company has also announced an £18.6m (€25m) investment in a new whiskey distillery in the former power station at St. James’s Gate in Dublin.
The move brings the manufacturer back into the premium Irish whiskey market for the first time since it divested itself of Bushmills in 2014.
Diageo says that Roe & Co. has been created “to reflect modern, contemporary luxury in everything from pack to liquid, and with a focus of making Irish Whiskey more prominent in Europe’s booming cocktail culture”.
It is named in honour of George Roe, the once world-famous whiskey-maker who helped build the golden era of Irish Whiskey in the 19th century. His distillery, George Roe and Co extended over 17 acres on Thomas Street in Dublin and was once Ireland’s largest distillery.
As neighbours for hundreds of years, George Roe and Co and Guinness were the two biggest names at the heart of Dublin’s historic brewing and distilling quarter.
Diageo says that it intends to build on this rich heritage with the creation of the new distillery. It will be situated just a stone’s throw away from where the George Roe and Co distillery once stood and subject to planning approval, will begin production in the first half of 2019.
The first blend of Roe & Co. will be available in key European cities from March 1 this year as part of Diageo’s growing Reserve portfolio.
Commenting on the launch, Tanya Clarke, general manager of Reserve Europe said that Roe & Co. represented an opportunity for Diageo to get involved in developing the premium segment of te Irish whiskey market:
In crafting Roe & Co we explored the demands of today’s consumers for more premium drinking experiences and the desire of bartenders for an adaptable, flavourful whiskey that works in both traditional and new cocktails,” she added.
And Colin O’Brien, operations director of Diageo went on: “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.”
Our picture shows Peter O’Connor, the brand ambassador for Roe & Co.
