Diageo is back in Irish Whiskey with the announcement today of a new premium blended release: Roe & Co.
To support the new brand, Diageo also announced an investment of about $26.8 million over three years in a new Irish whiskey distillery. This facility will be built in the former Guinness Power Station at St. James’s Gate in Dublin, Ireland.
Roe & Co will be available, first in European, around March 1 of this year. It is non-chill filtered and bottled at 45% ABV.
Roe & Co is named after George Roe, the former whiskey maker who “helped build the golden era of Irish Whiskey in the 19th century,” the company says. “His distillery, George Roe and Co, extended over 17 acres on Thomas Street in Dublin and was once Ireland’s largest distillery.”
Roe & Co is made from Irish malt and grain whiskies and aged in bourbon casks. “As seen in other spirit categories in recent years, Diageo identified a clear opportunity in Irish Whiskey to drive overall category growth via premiumization,” the company says.
The global drinks giant had been out of the booming category since sending Bushmills to Jose Cuervo in 2014.