Diageo ‘reimagines the old’ in Roe & Co campaign


World-leading drinks company Diageo has launched a marketing campaign for its Roe & Co blended Irish whiskey brand that is “centred around reimagining the old to create the new”.

Diageo will champion art, design and the drinks industry through its multifaceted campaign, which celebrates the brand’s Irish roots and heritage as it looks to explore Irish whiskey’s place in cocktail culture.

Roe & Co was launched by the Johnnie Walker owner in 2017 and pays homage to George Roe, who is credited with building the golden era of Irish whiskey in the 19th century.

Alan Mulvihill, European Roe & Co brand ambassador, said: “Roe & Co is a unique blend of true Irishness and versatile modernity, which we want to show to consumers through a series of exciting workshops and events.

“We look forward to engaging people and breathing life into old trades and crafts – rejuvenating the old with the new. Watch this space.”

The brand’s blended Irish whiskey expression was created by master blender Caroline Martin and a team of bartenders. Made from stocks of Irish malt and grain whiskies and aged in Bourbon casks, Roe & Co is said to have a refreshing body, with soft, sweet notes of vanilla, apple, pear and a warming spice.

Diageo is preparing to open its Roe & Co distillery in the heart of Dublin in spring 2019.

This article first appeared in www.thespiritsbusiness.com

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