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Booming Irish whiskey market draws Diageo back after a two-year break

Just two years after selling its Irish whiskey brand Bushmills, drinks giant Diageo PLC is investing 25 million euros in a new distillery to create a premium Irish whiskey at James’s Gate, the Dublin city home to the Guinness brewery.

The whiskey, to be named Roe & Co., will be a blend of hand-selected malt and grain whiskeys aged in bourbon casks, according to Diageo. The aim is to create a smooth whiskey with a depth of flavor to target Europe’s currently flourishing cocktail culture.

The move comes at a time when Irish whiskey is enjoying a huge surge in popularity, growing 131% by volume globally in the last decade to beat the 13% rise for Scotch whisky and 56% gain for bourbon in the same period, as the Wall Street Journal reported, citing industry tracker IWSR.

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