Pernod Ricard UK is set to reintroduce Powers Irish Whiskey’s celebrated Gold Label expression to the UK, featuring a new brand identity and higher ABV of 43.2%.
First established in 1791 in Dublin’s famed John’s Lane Distillery, Powers is now made at the Midleton Distillery in County Cork.
Not only has every drop of the single pot still Irish whiskey been triple distilled, but more of the heads and tails gets discarded in the distillation process, keeping the flavourful heart of the cut.
This finer cut, which is left to mature in selected American oak casks, achieves the distillate-driven flavour profile of Powers Gold Label Distiller’s Cut – a “smooth whiskey with a spicy, bold character and complex honey flavour”.
Designed to inspire a new generation of Powers drinkers, the expression will now boast “bold” new packaging that draws on the brand’s design history, craftsmanship and quality.
The bottle is a distinctive shape inspired by pot stills, with embossings in the glass which frame the bold diamond-shaped label and make it tactile.
A new signature serve, the Powers Honey Highball (recipe below), has also been created. Developed to attract a broad range of drinkers, it offers an “accessible flavour and an easy-drinking style”.
Laura Stephen, Pernod Ricard UK brand director, said: “Powers has long been celebrated for its strong history and bold character.
“It is with great pride that we reintroduce it to UK consumers with a bold new look that features a redesigned bottle shape inspired by the silhouette of a pot still, and a label styled on the icon diamond ‘P’.
“The launch is well positioned to capitalise on the growth opportunity in Super Premium Irish Whiskey, and we will be focusing on educating and inspiring UK bartenders on the Powers Gold Label Distiller’s Cut proposition to establish menu visibility across influential premium On-Trade accounts.”
Powers Gold Label Distiller’s Cut will be available through Venus Wines & Spirits Merchants, Speciality Drinks and Hammonds of Knutsford.
The UK launch is being supported by a digital media campaign, retailer activity, PR and influencer activity to drive awareness and recruit new consumers.
Powers Honey Highball
50ml Powers Gold Label Distiller’s Cut
20ml Honey syrup
Fresh lemon juice
Topped with premium soda water
Serve over ice in a highball glass and garnish with lemon peel.