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Roe & Co Irish Whiskey launches new summer serve strategy

Diageo Reserve’s premium Irish whiskey, Roe & Co held its second bartender lock-in session on Monday evening. The true Irish festivities were hosted by Peter O’Connor, Roe & Co European Brand Ambassador in the heart of London, at Nuala, London (23 April).

Roe & Co Lock-In Peter O'Connor 1

Roe & Co cocktails were exclusively on offer for one night only, enjoyed alongside live Irish music and Guinness. Roe & Co cocktails served on the evening.

Following this, Diageo Reserve’s premium Irish  Whiskey, Roe & Co has developed a new range of perfect summer serves, designed to help operators capitalise on Irish whiskey over the summer months, whilst continuing to educate consumers about the versatility of the unique spirit.

The selection of Roe & Co signature serves range from simple long drinks through to complex and flavour-rich short drinks and cocktails. The menu was collaboratively developed by European Brand Ambassador, Peter O’Connor, Diageo Reserve GB Whisky Ambassador, Ali Reynolds and some of the Irish bartenders who helped to develop the blend, including Kenneth Herilihy and Anna Walsh. Crafted to highlight and showcase Irish whiskey, the drinks also celebrate the fresh flavour of summer with light mixers and ingredients to perfectly complement the blend.

Since its launch just last year, Roe & Co, a whiskey made by bartenders alongside Master Blender, Caroline Martin, has been widely embraced in the UK on-trade, as well as in its home market amongst Irish bartenders. Irish Whiskey is worth £80 million to the UK on-trade, up 5.7%¹ on last year. Roe & Co is gaining ground across the on-trade and is enjoying strong growth, well above initial expectations.

O’Connor comments: “Summer is such an inspiring time for bartenders, as consumers relish the opportunity to get out and enjoy the warmer weather, meet with friends and family and enjoy quality, memorable experiences in the on-trade.

“The new summer drinks from Roe & Co have been specifically chosen to work across lots of different types of pubs and bars. Irish whiskey is gaining significant traction with bartenders and consumers alike and our new seasonal serve strategy challenges traditional summer drinks and we hope, will open people’s minds up to Irish whiskey year-round.”

Roe & Co’s Perfect Summer Serves include:

The Tower

Peaches & Cream

The Fancy Co

Roe Sour

Roe & Roots

Roe & Coffee

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