Beginning 2020, Powers Gold Label Irish Whiskey – produced by Irish Distillers of Midleton Distillery – will unveil a bold new bottle in the U.S. The eye-catching design is set to attract a new generation of American drinkers who have an appetite to discover one of Ireland’s most loved whiskey brands.
The new bottle design that will lead Powers Irish Whiskey into the future was developed with its rich history in mind. Inspired by the vintage pot still silhouette, the shape subtly pays homage to Powers’ exceptional whiskey production, echoing the distillation method for which this historic Irish whiskey is renowned. The brand’s pioneering spirit is brought to life in the striking label design, including the iconic red Powers diamond “P” – one of the first ever trademarks registered in Ireland and a link to the historic legacy of Powers and Irish whiskey.
Carol Quinn, Archivist at Irish Distillers explains, “Powers’ sense of identity has always been rooted in the diamond P, aa sentiment that became very clear to me as I worked my way through the historical archive. The diamond P was everywhere: on the casks, stationary, on bills and receipts, emblazoned on everything that left the distillery, and notably on the wonderful Powers mirrors that still hang in Ireland’s pubs today. Workers at the old John’s Lane distillery even took to wearing a diamond P pin on their lapel, such was their pride to be part of the Powers family.
It’s wonderful to see the diamond P front and centre on this new label, symbolizing all the history of this great whiskey since 1791.”
Fiona Canning, Brand Leader for Powers in the U.S. comments, “This innovative bottle design for Powers Gold Label marks a dynamic new chapter for our brand. Since the family distillery was established in the late 18th century, Powers
has been woven into the fabric of Ireland, thanks to its bold taste profile and character. Now, during a time when Irish whiskey is experiencing a renaissance in the U.S., we’re taking a bold approach to inspire a new generation of American drinkers to discover the unique history and personality of Powers.”
Following the launch of Powers Gold Label’s new look in March 2020, the updated design will be introduced across Powers Three Swallow and Powers John’s Lane from mid-2020 in the USA. In Ireland, Powers Three Swallow and Powers John’s Lane will be released in March 2020, with much loved Powers Gold Label completing the new-look line-up in due course.
Powers Gold Label Irish Whiskey in its new packaging will be available just in time for St. Patrick’s Day 2020 at wine and spirits retailers (SRP: $31.99 / 750mL) and restaurants and bars across the U.S. For more information, follow us on Instagram at @PowersWhiskeyUS.
