Diageo back on the whiskey wagon with premium Roe & Co
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London
DIAGEO Plc is getting back into Irish whiskey, taking on Pernod Ricard SA's Jameson and Red Breast labels by investing S$25 million (S$35 million) in a Dublin distillery that will produce a new premium-priced brand called Roe & Co.
The maker of Smirnoff vodka and Johnnie Walker scotch will begin selling the first cases of Roe & Co next month in major European cities, director of UK and Ireland operations Colin O'Brien said on Tuesday. Priced at about £30 (S$54) a bottle, the brand will join the company's high-end Reserve division.
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