Diageo, the world’s leading premium beer, wine and spirits company, announced today that it has acquired Cabin Fever Maple Flavored Whisky. The acquisition will provide Diageo with a new brand that delivers on two emerging growth trends within the US spirits market: flavored whisky and craft distilling. Flavors continue to be a growing category within whisky, with double digit growth of over 40% (Volume sales IRI past 52 weeks, May 13, 2012). Also fueling growth are artisanal spirits which are expanding across the country.
Cabin Fever Maple Flavored Whisky was originally launched as a family business, run by the Robillard Family. Through their efforts, the brand has a loyal following of consumers and bartenders primarily in the North East. The family will continue to be heavily involved in the brand and national roll out, continuing to build on the momentum they’ve built in the community.
The brand will be the newest addition to Diageo’s Catalyst Division, which focuses exclusively on high potential brands. “The Robillard family has created a unique American whisky and we look forward to continuing the growth of this unique brand,” said Steve Rust, President Diageo Catalyst Division. “Cabin Fever delivers on the consumer demand for flavored, artisanal brands that are driving whisky growth in the US. We are confident in the brand and our continued relationship with the Robillard family.”
Made with real maple syrup, Cabin Fever Maple Flavored Whisky is an 80 proof whisky currently available in certain markets at a suggested average retail price is $19.99 for a 750ml bottle. Diageo will initiate the national roll out of Cabin Fever Maple Flavored Whisky in fall 2012.
“Building Cabin Fever has been a labor of love for our family,” said Rob Robillard, Founder of the brand. “We have had enormous support from the community and look forward to working with Diageo to bring our unique brand to the rest of the country. In addition to the impressive Diageo marketing organization that Cabin Fever will be joining, it’s great to be associated with a company that is clearly committed to responsible drinking.”
About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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SOURCE Diageo
