Restoring George Roe’s legacy to its rightful place at the pinnacle of Irish Whiskey.

Without an Irish whiskey in its portfolio Diageo needed to respond quickly when there was a resurgence. Re-discovering the lost trademark of George Roe & Company, Ireland’s prolific distillery in the 19th Century golden era of whisky production, provided a strong foundation for injecting modernity into the category and paving the way for innovation.

Against the backdrop of a bespoke bottle, unique verdigris colourway and epochal style delivered through the wrought iron typography inspired by craftsmanship from the late 18th century, life was breathed back into the Roe & Co legacy with the launch of a range of products, a new distillery and a branded immersive visitor experience.