Diageo Acquires Cabin Fever Maple Flavored Whisky

Diageo acquires Cabin Fever Maple Flavored Whisky. The acquisition will provide Diageo with a new brand that delivers on two emerging growth trends within the U.S. spirits market: flavored whisky and craft distilling. Flavors continue to be a growing category within whisky, with double digit growth of over 40 percent (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," says Steve Rust, president Diageo Catalyst Division. "Cabin Fever delivers on the consumer demand for flavored, artisanal brands that are driving whisky growth in the U.S. We are confident in the brand and our continued relationship with the Robillard family."