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.





Comment

Menezes upbeat

Despite some gloomy reactions among city analysts to Diageo’s full year results to June 2015, chief executive Ivan Menezes was very upbeat at his briefing to journalists and city analysts in a top London restaurant today (July 30).

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