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Diageo Indentifies Opportunity In Irish Whiskey To Launch New Premium Brand

Published on Feb 1 2017 2:25 PM

Diageo Indentifies Opportunity In Irish Whiskey To Launch New Premium Brand

 

Diageo is to launch a new premium blended Irish Whiskey, Roe & Co, the company announced. The company said that it identified an opportunity in Irish Whiskey to drive overall category growth via 'premiumisation'. The brand has been created to reflect modern, contemporary luxury with a focus of making Irish Whiskey more prominent in Europe’s booming cocktail culture.

Roe & Co is made from hand-selected stocks of Irish malt and grain whiskies and is said to be named in honour of George Roe, the once world-famous whiskey maker who helped build the golden era of Irish Whiskey in the 19thcentury.

Irish Whiskey is the fastest growing spirit in the world with global sales increasing by over 300%.

Speaking about the launch Michael Creed TD, Minister for Agriculture, Food and the Marine, 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."

This comes after a previous announcement by the company to invest in a whiskey distillery at St. James’s Gate, Dublin 8. The total project investment comes to €25 million which will be spread over three years.

Creed added: “This commitment and investment by Diageo comes at an opportune time for the sector which is experiencing unprecedented global demand. €25 million investment in this project over 3 years will support the local economy, create jobs, and bring a welcome new addition to the City’s tourism offering. The Irish Whiskey market has a great story to tell and today’s announcement marks an exciting new chapter in its development”.

© 2017 - Checkout Magazine by Donna Ahern

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