New brand identity set to appeal to a new generation of whiskey drinkers and capitalise on the growth opportunity in Super Premium Irish Whiskey
Pernod Ricard UK is set to reintroduce Powers Irish Whiskey’s celebrated Gold Label expression to the UK. Powers Gold Label Distiller’s Cut will be exclusive to the UK and is set to arrive on shelves from 31st August. The return of this iconic Irish whiskey marks a new brand identity and higher ABV of 43.2%.
The new brand identity translates to evolved bold packaging, designed to inspire a new generation with the unique history and personality of Powers. All the elements of the new Powers bottle draw upon the brand’s pioneering design history, craftsmanship and quality within, which help to create a highly recognisable product. The bottle is a distinctive shape inspired by pot stills, with embossings in the glass which frame the bold label and make it tactile. The impactful diamond-shaped label is a nod to Powers’ heritage, also ensuring standout on-shelf, whilst the Powers mark itself has been embossed to increase premium cues.
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 than any other Irish whiskey, 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.
Irish is forecast to be the fastest growing area of whiskey between 2018 to 2023[1] and Super Premium will be a key driver of the Irish Whiskey category growth, predicted to grow more than twice the pace of total Irish between now and 2023 (19% vs. 8%)[2].
Laura Stephen, Pernod Ricard UK Brand Director, comments: “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’. Powers Gold Label Distiller’s Cut is well positioned to capitalise on the growth opportunity in Super Premium Irish Whiskey, and the launch is set to excite both existing whiskey lovers as well as a new generation of drinkers with a palate for a quality, distillate-driven whiskey.”
The UK launch is being supported by a digital media campaign, in-store activity, PR and influencer activity to drive awareness and recruit new consumers. Powers Gold Label Distiller’s Cut is bottled at 43.2% ABV and will be available in Tesco, Waitrose and Amazon for an RRP of £30.
[1] CAGR 2018 – 2023 IWSR Forecast
[2] IWSR Global Forecasting UK Total Irish Whiskey 2013 – 2023
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