US: Diageo buys maple whiskey

08 June, 2012

US: Diageo has purchased Cabin Fever Maple Flavoured Whisky from the Robillard family. Diageo aims to capitalise on two growth trends in the US: flavoured whiskey and craft distilling.

According to the release, the family will continue to be “heavily involved” in the brand and national roll out.

The brand will be the newest addition to Diageo’s Catalyst Division, which focuses on what the company calls “high potential brands”.

Steve Rust, president Diageo Catalyst Division said: “The Robillard family has created a unique American whiskey and we look forward to continuing the growth of this unique brand.”

The product is made with real maple syrup and the abv is 40%. The suggested average retail price is $19.99 for a 750ml bottle. Diageo will initiate the national roll out in fall 2012.





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David Williams

None of the fun of the fair

What is the point of a wine trade fair? it’s a question that can take on an almost existential quality when, let’s say, you’re wrestling with the 3am demons in a hotel room with wafer-thin windows overlooking a roaring périphérique in the light-industrial banlieues of a Fench city.

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