Spread the love
Post Views: 1
On 21st June Roe & Co Irish Whiskey distillery welcomed their first guests to its new visitor experience in James’s Street, Dublin, Ireland. Inspired by one of the biggest names in Irish Whiskey in the 19th century, George Roe, the iconic Guinness Power Station has been regenerated into a new visitor experience and urban distillery.

Located in the heart of Dublin’s whiskey district, visitors are treated to one of the most immersive experiences in whiskey distilling. The 75-minute tour allows guests to observe the operational distillery, hear the hum of production, and witness the copper pot stills from an impressive elevated glass walkway. Fun and flavour are at the centre of every aspect of the Roe & Co visitor experience, which will transport guests on a journey of taste and discovery.

A visit to the fully live, working distillery will also involve guests clocking in and clocking out as they commence a ‘shift’ at the Power Station with a time card, a nostalgic nod at the building’s past as an operational power station. The experience concludes with guests able to clock off work with one of Roe & Co’s World Class cocktails in the showstopping Power House Bar. 

Gráinne Wafer, Global Brand Director Roe & Co at Diageo said: “Our master blender, Caroline Martin began the journey of reimagining Irish whiskey, but we didn’t stop the reinvention there. Today we are launching a state-of-the-art distillery and an experience like no other, led by our extremely talented distiller, Lora Hemy. This boutique experience, which will have a maximum of 16 guests per tour, will ensure visitors can get up close and personal with our remarkable distillery and whiskey, focusing on the five pillars of flavour.” 

The launch of the premium Roe & Co Irish whiskey, distillery and experience has been led by a talented female team in Diageo comprising distillers, blenders, marketeers, bartenders and commercial specialists, including:

  • Gráinne Wafer, Global Brand Director for the whiskey;
  • Caroline Martin, Diageo’s Master Blender;
  • Lora Hemy, Roe & Co’s Head Distiller;
  • Fiona Sheridan, Roe & Co’s Assistant Distiller;
  • Tanya Clarke, General Manager Reserve & Incubation Brands;
  • Hayley Milner, Marketing Manager, Roe & Co Irish Whiskey;
  • Shannon Green, Project Engineer.

Speaking at a lunch to officially open the distillery, Diageo CEO, Ivan Menezes said: “I am proud to be standing here today in one of the most iconic buildings of the Dublin skyline, which has been reimagined and  regenerated into this world-class distillery and experience for Roe & Co. I am proud that we are here because of Diageo’s most valuable assets, its employees. We encourage them to be the best they can, to achieve great things, to be inclusive and diverse. We have focussed on gender and today you see the progress we’ve made, because we are here now in this Roe & Co Irish whiskey distillery and experience because of the amazing team of talented women. You should be so proud Gráinne, Lora, Fiona, Caroline, Tanya, Shannon and Hayley.” 

At the start of this decade, there were four working Irish whiskey distilleries, now with the opening of the Roe & Co Distillery, there will be 27. The distillery will distil 14,000 litres of whiskey in every run, with an annual maximum capacity of approximately 500,000 litres of alcohol.

Gráinne Wafer added: The distillery will provide direct employment for 18 people and will complement what is already the country’s most popular tourism offering, The Guinness Storehouse. This €25m investment into the Roe & Co Distillery further demonstrates Diageo’s commitment to the growing vibrancy of The Liberties, one of the City’s most dynamic districts and the heart of brewing and distilling.”

The new home for Roe & Co has already garnered global attention, following the Lonely Planetannouncement in October, which named the distillery one of the 10 best new openings in the world for 2019.

The distillery building has been regenerated with modern urban décor and an industrial feel.  This is reflected throughout all design elements, from staff uniforms to a specially commissioned tiki print featured on bar ware. The contemporary tiki illustration reflects key elements of the Roe & Co story, from St Patrick’s Tower and the pear tree which has stood in the grounds of the former George Roe Distillery since the 17th century, to the iconic chimneys of Dublin’s skyline.