Diageo is set to invest €25 million over three years in the once Power Station at St. James’s Gate.
The investment will be used to provide brewing facilities to produce its new premium Blended Irish Whiskey, Roe & Co,.
Diageo identified a clear opportunity in Irish Whiskey to drive overall category growth via premiumisation. Responding to this, Roe & Co was born. The brand has been created to reflect modern, contemporary luxury, in everything from pack to liquid, and with a focus of making Irish Whiskey more prominent in Europe’s booming cocktail culture. Roe & Co is made from the finest hand-selected stocks of Irish malt and grain whiskies and aged in bourbon casks. It has the signature smoothness of Irish Whiskey with remarkable depth of flavor – a luxuriously smooth blend, with a perfect harmony between the intense fruitiness of the malt and the mellow creaminess of the grain whiskies.
Using her 30 years of experience, Diageo’s Master Blender Caroline Martin and her team set about meticulously sourcing and selecting stocks of the very finest Irish whiskies.
The high proportion of first-fill casks gives notes of creamy vanilla balanced with its hints of fruit and soft spice and a remarkable depth for such an elegant and refined whiskey. Roe & Co is non-chill filtered and bottled at 45% ABV. The first blend of Roe & Co will be available in key European cities from 1st March 2017 as part of Diageo’s growing Reserve portfolio.
Colin O’Brien Operations Director of Diageo said: “The planned distillery will provide employment in the coming years – both at construction and operation stages. It will complement what is already the country’s most popular tourism offering, The Guinness Storehouse. This investment further demonstrates Diageo’s commitment to the growing vibrancy of The Liberties, one of the City’s most dynamic districts and the home of Irish Whiskey during the original golden age of Irish distilling. We are excited that the planned distillery will help revive the proud tradition of distilling in the Liberties.”
Commenting on the launch, Tanya Clarke, General Manager of Reserve Europe said: “This 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’s growth as it sees new investment and entrepreneurial interest. In crafting Roe & Co we explored the demands of today’s consumers for more premium drinking experiences and the desire of bartenders for an adaptable, flavourful whiskey that works in both traditional and new cocktails.”