In response to an unprecedented rise in the demand for premium Irish Whiskey, Diageo have launched Roe & Co, a blended beverage created to reflect modern luxury.
Made from the highest quality stocks of malt and grain whiskies and aged in bourbon casks, Roe & Co has all the smoothness one would expect from a traditional Irish whiskey, but with a contemporary look and taste.
This premium blend is named in honour of George Roe, the 19th century whiskey maker, whose world-famous distillery was once based in St James Gate and, alongside Guinness, was one of the biggest names in Dublin’s historic brewing and distilling quarter.
Two years ago, Diageo opted out of the Irish Whiskey game, when it sold its famed Bushmills brand to Tequila giant Jose Cuervo. However, the increase in demand for Irish Whiskey showed Diageo that the time was right for a sophisticated new addition to the market, which could be enjoyed neat, over ice, or in a cocktail.
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.”
A new St. James’s Gate distillery will be the home of Roe & Co, and will be situated just yards from where George Roe created his famed whiskey. Production is scheduled to begin in early 2019.