Diageo has announced that it is to launch a new premium Blended Irish Whiskey, Roe & Co. The move by Diageo into the premium Irish Whiskey category comes as the company announced plans for investment in a whiskey distillery in the once Power Station at St. James's Gate. The total project investment comes to EUR 25 million (Pounds18.6 million) over three years. Diageo identified a clear opportunity in Irish Whiskey to drive overall category growth via premiumisation. Responding to this, Roe & Co was born. The brand has been created to reflect modern, contemporary luxury, in everything from pack to liquid, and with a focus of making Irish Whiskey more prominent in Europe's booming cocktail culture. Roe & Co is made from the finest hand-selected stocks of Irish malt and grain whiskies and aged in bourbon casks. It has the signature smoothness of Irish Whiskey with remarkable depth of flavor - a luxuriously smooth blend, with a perfect harmony between the intense fruitiness of the malt and the mellow creaminess of the grain whiskies.