Guinness is tapping into the whiskey market with a blended Irish whiskey set to be released in time for St. Patrick’s Day.
Guinness’s parent company, Diageo, hopes to cash in on growing demand for premium Irish whiskey by investing €25 million on developing a new distillery on part of its St James Gate complex in Dublin.
The multi-national owner of Guinness plans to refit its old power plant on James Street to produce the core of what will be its new whiskey brand, Roe & Co. The whisky will retail for about €35.
For now, Roe & Coe will only be available in select European markets. The product going on sale will be a blend of quality malt and single grain whiskeys chosen from a number of distillers around Ireland.