Powers Irish Whiskey, which is made by Irish Distillers in Midleton Distillery, has unveiled a brand-new look and its first ever pre-mixed classic cocktail, Powers Old Fashioned. Initially launching in Ireland from the end of May, the innovative new release is set to tap into the growing appetite for whiskey-based cocktails, recruit cocktail drinkers to the Irish whiskey category and inspire a new generation with the bold character of Powers.

Powers Old Fashioned is crafted from a combination of the classic Powers Gold Label Irish Whiskey, sugar syrup and bitter herbs flavouring. The result is a smooth, low-sugar* ready-made classic cocktail that is best served over ice with a twist of orange peel over the glass. Powers Old Fashioned is bottled at 38% ABV and is available in 500ml bottles through key retailers in the on-trade and off-trade, including SuperValu, Tesco Ireland and Dunnes Stores at the RRP of €29.99.

The first-ever bottled classic cocktail under the Powers marque is presented in a befitting, bold new look that balances modern cues with the rich heritage of Powers, dating back to 1791. The contemporary new bottle features a new label styled on the classic diamond ‘P’ signifier, which was one of the first ever trademarks in Ireland, registered by the Powers family in 1877.

Brendan Buckley, Strategy, Insights, Innovation & Prestige Whiskeys Director at Irish Distillers, commented: “Powers Old Fashioned is a premium and modern ready-to-serve take on the classic cocktail that is set to tap into the growing interest in Irish whiskey and cocktails among 30-40 year olds in Ireland.

“A careful balance of the rich history of Powers with an eye on the future, we are confident that the refreshing ritual of ‘Ice, Pour, Twist’ will appeal to whiskey fans and the cocktail curious alike who are looking for simple and convenient ways to create new Irish whiskey experiences at home or in their local pub. We’ll be monitoring the progress of Powers Old Fashioned in Ireland ahead of plans for a wider roll-out across other key Powers and Irish whiskey markets in the future.”

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Notes to Editors

*6g of sugar per 100ml (3g of sugar per serving)

About Irish Distillers

Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s fastest-growing Irish whiskey, experiencing 29 years of consecutive growth and hitting sales of 7.3m cases in 2018. Our brands are exported to 130+ markets, with over 80 of those experiencing double- or triple-digit growth.

Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €250m to double our production and bottling capacity to meet global demand for our products.

We employ over 600 people across our operations in Cork and Dublin.

About Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of €8,987 million in FY18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.