Roe + Co
Challenge
Create a new Irish whiskey to fill the gap in Diageo’s portfolio to compete alongside long-established and highly credible players.
What we did
Dug deep into the Diageo archives to unearth the lost trademark of George Roe and Company, Ireland’s most prolific distillery during the 19th-century golden era of whiskey.
Outcome
The Roe & Co legacy was reborn, not just as a whiskey, but as a cultural experience. The brand launched with a range of products, a new Dublin distillery, and an immersive visitor journey that rooted it in place and story.
