Powers Irish Whiskey, which is made by Irish Distillers in Midleton Distillery, has unveiled a bold new bottle design for its range of premium Irish whiskeys. Debuting on core expression Powers Gold Label in the USA from March 2020, the dynamic new look is set to attract a new generation of drinkers to one of Ireland’s most loved whiskey brands.

The design features a new bottle shape which has been inspired by the distinctive pot still silhouette from the brand’s historical home at John’s Lane Distillery. Another striking aspect of the new design is the label which is styled on the iconic Powers ‘diamond P’ – one of the first ever trademarks registered in Ireland and a link to the legacy of Powers and Irish whiskey history all over Ireland. Each whiskey in the Powers range is presented with a label in a different colour to bring to life its unique story; Powers Gold Label in red, an homage to the original red Powers diamond marque; Powers Three Swallow in blue, a nod to the feathers of the graceful bird; and Powers John’s Lane Release in metallic ink, to reflect the industrial innovation that the Powers family demonstrated at the original distillery established in 1791 on John’s Lane, Dublin.

Carol Quinn, Archivist at Irish Distillers explains, “Powers sense of identity has always focused on the diamond P; 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. For me it’s wonderful to see the diamond P front and centre on this new label, symbolising all the history of this great whiskey since 1791.”

Following the launch of the new-look Powers Gold Label in March 2020, the new design will be introduced across Powers Three Swallow and Powers John’s Lane from mid-2020 in the USA and the rest of the world from late-2020. In Ireland, Powers Three Swallow and Powers John’s Lane will be released in March 2020, with Powers Gold Label to be reviewed in due course.

Conor McQuaid, Chairman and CEO of Irish Distillers commented: “Powers has been famous for its bold taste profile and character since the family distillery was established in 1791. We are excited to introduce this new look to the world and inspire a new generation with the unique history and personality of Powers. At Irish Distillers, we have pride in Powers as one of the world’s leading Irish whiskeys and we welcome this dynamic new chapter for the brand as we seek to continue the Irish whiskey renaissance around the world.”

New packaging for Powers Irish Whiskey underpins recent innovation for the brand as it seeks to reach and inspire whiskey drinkers including; the release of Powers Old Fashioned, the brand’s first ever pre-mixed classic cocktail; and the Powers Quarter; a collaboration between six Dublin bars to tell the story of Powers and its illustrious Dublin history.

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Notes to Editors

About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of some 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 30 years of consecutive growth and hitting sales of 7.7m cases in 2019. Our brands are exported to 130+ markets, with over 70 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 at Midleton Distillery and bottling capacity at Fox and Geese in Dublin 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 No.2 worldwide producer of wines and spirits with consolidated sales of €9,182 million in FY19. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: 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’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s three-year strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics. As illustrated by the 2030 roadmap supporting the United Nations Sustainable Development Goals (SDGs), “We bring good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis and is ranked No. 1 in the beverage sector in Vigeo Eiris. Pernod Ricard is also a United Nation’s Global Compact LEAD company.

Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.