What to drink now: ROE & CO

The Roe & Collective is a series of creative sessions centred around reimagining the old to create the new, with a nod to Irish roots and heritage. To kickstart the campaign, Roe & Co partnered with M.Y.O to launch a series of three free crafts events. Bringing a new-life to old-time crafts, these events will take place over the coming months. Open to anybody who wants to spark their creativity or learn a new skill or hobby, M.Y.O and Roe & Co Irish Whiskey are encouraging anybody who is interested to book their spot early – keep your eyes peeled on Eventbrite and M.Y.O’s social channels.

To celebrate the occasion, creatives, media, influencers and whiskey lovers descended on TT Liquor in Shoreditch for an evening of cocktails, crafts and live music. The evening also served as the official unveiling of the ‘Roe’ming Tram’ – a reinvented bar helping to bring a taste of Dublin and the beautiful flavours of Roe & Co whiskey to the streets of London.

Alan Mulvihill, European Roe & Co Brand Ambassador, said: “We are so excited to have been joined by such a great crowd for the launch of Roe & Collective. Roe & Co is a unique blend of true Irishness and versatile modernity, and we hope these qualities shone through all elements of the event.

We look forward to taking the campaign to Londoners and can’t wait to introduce more people to this amazing liquid alongside long-forgotten crafts that breathe new life into the old.

For those who wish to try one of Alan’s signature Roe & Co serves at home, why not try making a Roe’ming Tram, where the misty streets of Dublin meet sunshine?

Roe’ming Tram


  • 25ml Roe & Co Irish Whiskey
  • 15ml Belsazar White Vermouth
  • Top with Fever Tree Sicilian Lemon Tonic Water
  • Garnish with a wedge of lime

Roe & Co is available through Master of Malt, 31Dover and Whisky Exchange as well as in Waitrose stores, RRP £30.

Follow us: @RoeandCoWhiskey | #RoeandCoWhiskey


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