{"id":20923,"date":"2017-02-01T11:56:49","date_gmt":"2017-02-01T11:56:49","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=20923"},"modified":"2019-01-23T10:32:43","modified_gmt":"2019-01-23T10:32:43","slug":"diageo-launch-luxury-irish-whiskey-roe-co","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/diageo-launch-luxury-irish-whiskey-roe-co\/","title":{"rendered":"Diageo to launch luxury Irish Whiskey Roe & Co"},"content":{"rendered":"

Diageo has announced plans to launch\u00a0a premium blended Irish whiskey out of its brewery\u00a0at St James\u2019 Gate in Dublin. Irish Whiskey is the fastest growing spirit in the world with global sales increasing by over 300%…<\/p>\n

Diageo has announced plans to launch\u00a0a blended Irish whiskey out of its brewery\u00a0at St James\u2019 Gate in Dublin.<\/p>\n

The new brand, called Roe & Co, is named after one of the whiskey makers that helped to\u00a0build the golden era of Irish whiskey in the 19th century, whose distillery on Thomas Street in Dublin was at one point the largest in Ireland.<\/p>\n

Diageo has pledged to\u00a0invest \u20ac25 million over three years in the construction of a whiskey distillery in an old power station at St James\u2019 Gate \u2013 the factory best known\u00a0as the home of Guinness.<\/p>\n

The company said that its move into Irish whiskey coincided with global sales growth of more than 300%, making it the world\u2019s fastest growing spirit category. In the UK alone, whisky added almost \u00a35 billion to the economy, prompting the association of whisky producers there to call for a\u00a0reduction in tax.<\/p>\n

The Roe & Co brand has been created to reflect modern, contemporary luxury in everything from the packaging to the whiskey itself. It will\u00a0focus, Diageo said, on\u00a0making Irish whiskey a more prominent part of\u00a0Europe\u2019s burgeoning cocktail culture, and will feature\u00a0\u2018the finest hand-selected stocks of Irish malt and grain whiskies aged in bourbon casks\u2019.<\/p>\n

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Michael Creed, the Irish government\u2019s\u00a0minister for agriculture, food and the marine, said that the time was right for Diageo to be moving into Ireland\u2019s most famous export.<\/p>\n

\u201cIrish whiskey is experiencing a renaissance and is truly an Irish success story,\u201d Creed said. \u201cIt 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 \u20ac400 million in the last ten years.<\/p>\n

\u201cThis commitment and investment by Diageo comes at an opportune time for the sector, which is experiencing unprecedented global demand. The \u20ac25 million investment in this project over three years will support the local economy, create jobs, and bring a welcome new addition to the city\u2019s tourism offering.\u201d<\/p>\n

The site\u2019s potential to create additional value for the city of Dublin was echoed by Diageo\u2019s operations director, Colin O\u2019Brien.<\/p>\n

O\u2019Brien said:\u00a0\u201cThe planned distillery will provide employment in the coming years \u2013 both at construction and operation stages\u00a0\u2013 and\u00a0will complement what is already the country\u2019s most popular tourism offering, The Guinness Storehouse. This investment further demonstrates Diageo\u2019s commitment to the growing vibrancy of The Liberties, one of the city\u2019s most dynamic districts and the home of Irish whiskey during the original golden age of Irish distilling.\u201d<\/p>\n

According to the London-based company, Roe & Co whisky will have \u2018the\u00a0signature smoothness of Irish\u00a0whiskey\u2019 as well as\u00a0a depth of flavour and \u2018perfect harmony between the intense fruitiness of the malt and the mellow creaminess of the grain whiskies\u2019.<\/p>\n

The high proportion of first-fill casks gives notes of creamy vanilla balanced with \u00a0hints of fruit and soft spice, and it is bottled at 45% ABV.<\/p>\n

The first blend of Roe & Co will be available in key European cities from 1 March, as part of Diageo\u2019s growing Reserve portfolio. The drink will join Johnnie Walker, Diageo\u2019s flagship Scotch whisky, as well as more regional names like Buchanan\u2019s and Windsor.<\/strong><\/p>\n

Reserve Europe general manager\u00a0Tanya Clarke\u00a0said: \u201cThis 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\u2019s growth as it sees new investment and entrepreneurial interest. In crafting Roe & Co we explored the demands of today\u2019s consumers for more premium drinking experiences and the desire of bartenders for an adaptable, flavourful whiskey that works in both traditional and new cocktails.\u201d<\/p>\n

It comes two years after the company sold its previous Irish whiskey offering, Bushmills, in favour of a 50% stake in tequila brand Don Julio.<\/p>\n

Ireland\u2019s\u00a0minister for jobs, enterprise and innovations, Mary Mitchell O\u2019Connor, summarised: \u201cIt is great to see Diageo continue to invest in and further enhance the historical Dublin 8 area to create a fantastic attraction for tourists and locals alike. The proposed distillery will play a major role in the overall regeneration of the Liberties through the repurposing of the St James\u2019 Gate power house.<\/p>\n

\u201cIrish-produced whiskey has never been as popular, garnering international acclaim and recognition. Diageo\u2019s decision to move into the premium Irish whiskey category and its plans to invest in a new distillery will further enhance Ireland\u2019s reputation as one of the finest premium whiskey producers in the world.\u201d<\/p>\n

See more at www.diageo.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Diageo has announced plans to launch\u00a0a premium blended Irish whiskey out of its brewery\u00a0at St James\u2019 Gate in Dublin. Irish Whiskey is the fastest growing […]<\/p>\n","protected":false},"author":3,"featured_media":20929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1,7099,7097],"tags":[1054,69,215,3965,777],"class_list":["post-20923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","category-spirits","category-wines-spirits","tag-diageo","tag-duty-free","tag-irish-whiskey","tag-roe-co","tag-the-loop-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/20923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=20923"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/20923\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/20929"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=20923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=20923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=20923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}