Johnnie Walker manufacturer returned to the Irish whiskey market

The world's largest producer of alcoholic beverages, the British Diageo, again entered the Irish whiskey market.According to Diageo press release, the company will launch in Dublin production of whiskey called Roe & Co.

In the next three years, Diageo investments in the development of production in Ireland will be € 25 million (almost $ 27 million). It is expected that the release of the drink will begin in the first half of 2019.

In 2015, Diageo, which produces adhesive tape Johnnie Walker, left the Irish market of whiskey, having agreed to exchange assets with the Mexican Jose Cuervo. As part of the transaction, the Bushmills whiskey brand was transferred to the producer of tequila.

However, in recent years, the whiskey market has been actively growing, which has strengthened the position of Pernod Ricard (it belongs to the Irish brand Jameson). Other alcohol manufacturers also increased their presence in the Ireland market: for example, the owner of Jack Daniel's, the American corporation Brown-Forman in 2015 announced that he bought Slane Irish Whiskey whiskey and invest $ 50 million in the development of production.

The fact that Diageo is going to compete with Jameson, Bloomberg sources were reported on January 30.

According to Irish Whiskey Association, the current share of Irish whiskey in the global strong alcohol market is 4%, but by 2030 it can grow to 12%.