Diageo plc, the leading alcoholic drinks multinational, has announced a plan to build a new distillery to produce a new “premium blended” Irish whiskey called Roe & Co.
Claiming to have identified an opportunity in premium whiskey, the UK firm is set to invest a total of €25 million (£18.6 million) in the new facility in the former power station at St. James’s Gate in Dublin, Ireland.
The Roe & Co brand is described as having been named in honour of George Roe, a famous whiskey maker during the golden era of irish whiskey in the 19th century. The branding has been developed “to reflect modern and contemporary luxury in everything from pack to liquid”.
With a 45% abv, Roe & Co Premium Blended Irish Whiskey is described as being made from “the finest hand-selected stocks of Irish malt and grain whiskies and aged in bourbon casks”, and will be available in Europe from 1st March 2017.
Source: Diageo Press Release