Powers unveils its new look and new line-up

Irish Distillers Pernod Ricard has unveiled a new look and line-up for its Powers range, to reflect the company’s vision for Powers as “a contemporary, super-premium whiskey, recognised for its flavour, quality and craft”.

Changes to the range include the addition of a new Single Pot Still expression, Powers Signature Release, which was introduced to whisky consumers at WhiskyFest Chicago in April this year. This new release will be available in Ireland and the US from this month, along with new packaging and a new recipe for Powers Gold Label.

Powers Signature Release is the second Single Pot Still whiskey to be added to the Powers family, following the release of the ultra-premium Powers John’s Lane Release in May 2011. The new expression bears the hallmark spicy flavours that are typical of the Powers whiskeys, with black pepper, honey, vanilla and berries in abundance. Using the signature Powers pot still distillate, it has been matured mainly in American bourbon barrels with the subtle inclusion of whiskey matured in Spanish Oloroso sherry casks.

The new-recipe, new-look Powers Gold Label has taken inspiration from the brand’s history and features a higher strength abv of 43.2% and will be non chill filtered, allowing the spicy pot still character of the whiskey to come to the fore.  Being able to release a non chill filtered whiskey at strength lower than the industry norm of 46% is directly related to the proprietary triple distillation process which Powers uses.

The updated packaging reflects the super-premium nature of the whiskey and brings Powers Gold Label in line with the look of the other whiskeys within the Powers family.

Anna Malmhake, CEO at Irish Distillers Pernod Ricard, says: “Powers has been long been regarded by whiskey lovers throughout Ireland and the world as the ‘whiskey drinker’s whiskey’ and recognised for its traditional, full-bodied pot still flavours. With demand for Irish whiskey now stronger than ever, it’s an exciting time of opportunity for the category in general and for Powers in particular. The timing is ideal to harness the tremendous reputation of Powers and to showcase its quality to an ever increasing number of super-premium whiskey drinkers.”

“With whiskey drinkers increasingly prioritising craft and quality in their purchasing decisions, we see excellent growth potential for the super-premium segment of the Irish Whiskey category so we are confident that the new Powers range will be a big hit for discerning whiskey drinkers, as they continue to explore and discover the many great whiskeys that Irish Distillers’ extensive portfolio has to offer.”

About Powers

The origins of Powers Irish Whiskey date back over two hundred years when James Power founded the distillery at John’s Lane, near the western gate of Dublin in 1791.

A pioneer of its time, John Powers & Son was the first Irish distiller to bottle its own whiskey back in 1886, adopting a gold label exclusively for Powers bottled at John's Lane as a guaranteed mark of its high quality. Today, Irish Distillers is continuing the brand’s reputation for quality and innovation as it reaches out to whiskey fans who are looking to expand their knowledge of Irish Whiskeys with the new-look Powers family, which includes Powers Gold Label, Powers Signature Release and Powers John’s Lane Release.

Powers whiskies share a signature style, with a rich and spicy character that is also remarkably silky, and have always been recognised for their traditional pot still flavours and dedication to the craft of whiskey distilling.

About Irish Distillers Pernod Ricard

Irish Distillers Group was formed in 1966, when a merger took place between Irish whiskey distillers, John Power & Son, John Jameson & Son and the Cork Distillery Company. In an attempt to reverse the decline in Irish whiskey sales, the board of directors decided to close the existing distilleries in Cork and Dublin, and to consolidate production at a new purpose-built facility.
 
A site alongside the existing distillery in Midleton, Co. Cork was chosen as the location for the new distillery, as there was no room for expansion in Dublin. Both the Old Jameson Distillery and the Old Midelton Distillery currently operate as visitor centres attracting over 330,000 visitors annually. Following an early unsolicited takeover offer and one of the most protracted battles in Irish corporate history made by GrandMet, Allied-Lyons and Guinness, Irish Distillers was taken over by Pernod Ricard in June 1988 with the support of the management and employees.

Irish whiskey brands within the Irish Distillers’ portfolio include Jameson, Paddy and Powers, with Single Pot Still brands, Green Spot, Yellow Spot, Redbreast and the much-revered Midleton, which includes prestigious expressions such Midleton Barry Crockett Legacy and Midleton Very Rare, completing the line-up. 

3 September 2013 - Felicity Murray