Drinks group hopes tourists will be intrigued by the Roe & Co story...
It has been confirmed that Guinness will indeed have drinking company down St James's Gate way in a few short years.
Diageo has been given the official planning go-ahead to begin work on the new €25 million whiskey distillery it announced in January.
The former Guinness Power House will be repurposed to pump out bottles of its newly-launched premium bled whiskey, Roe & Co.
A visitor centre has also received the green light, which will tell the tale of the new tipple's homage to George Roe, a key 19th century whiskeymaker who ran an 17-acre distillery – then the country's largest – the very same street.
Construction is set to get underway in early 2019, meaning the distillery's first whiskey batch should be ready to buy in 2022.
Diageo is hoping that the visitor centre will attract 50,000 people annually.
An initial blend of Roe & Co was made available in "key European cities" in March as part of Diageo’s "growing Reserve portfolio".
Colin O’Brien, operations director of Diageo said in January:
"The planned distillery will provide employment in the coming years – both at construction and operation stages. It will complement what is already the country’s most popular tourism offering, The Guinness Storehouse.
"This investment further demonstrates Diageo’s commitment to the growing vibrancy of The Liberties, one of the City’s most dynamic districts and the home of Irish Whiskey during the original golden age of Irish distilling.
"We are excited that the planned distillery will help revive the proud tradition of distilling in the Liberties."