What could be more Irish than drinking Guinness? Drinking Guinness whiskey. Diageo – the owners of Guinness – are putting the former Guinness factory to good use to bring whiskey lovers a drink of the Irish – Roe & Co. The premium blended Irish whiskey Roe & Co. is set to release across Europe this month.
With a $27 million investment in the works, the former Guinness Power House will turn distillery over the span of a two year period. Until then, Roe & Co. whiskey will be distilled by their master blender, Caroline Martin, throughout Ireland. Named after George Roe Distillery, Roe & Co.’s distillery location is just a stones throw from the Guinness Brewery at St. James Gate. Field trip anyone?
Tonight we're celebrating great taste, collaboration and a new golden age of Irish Whiskey. Consider Roe & Co. officially launched. . Always drink responsibly. For more information visit drinkaware.ie . #RoeandCo #Whiskey #Launch #BlendedWhiskey #IrishWhiskey #Dublin #TheLiberties #Party #Cocktails #Mixology #Event
According to VinePair, after trading Bushmills Irish Whiskey for Don Julio tequila, this new product will put Diageo back into the whiskey game.
Facing competitors like Pernod Richard’s Jameson won’t be easy, as they “own 70 percent of Irish Whiskey sales worldwide.” With Irish whiskey sales on the rise and the name of Guinness by their side, something tells me they might give Jameson a run for their money.
A smooth creamy blend with notes of soft spice, mellow spun sugar, sweet pear, and hints of woody vanilla, Roe & Co. is a balanced Irish whiskey blend with a beautiful lingering finish.
If you so happen to be in one of the selected European markets this St. Patty’s Day, then pick up a bottle and cheers to the Irish.