Powers Irish whiskey rebrands ahead of US Gold Label launch

Irish whiskey brand Powers has rejigged its branding ahead of launching its Gold Label range in the US this year.

Powers, which is launching in the US with its Powers Gold Label range in March 2020, has unveiled a new bottle design for its range of premium Irish whiskeys.

The Irish Distillers-owned brand’s new look is designed to attract “a new generation of drinkers to one of Ireland’s most loved whiskey brands,” according to the brand.

The revamp includes a new bottle shape which has been inspired by the pot still silhouette from the brand’s historical home at John’s Lane Distillery. It also features a label using one of the first ever trademarks registered in Ireland and a link to the legacy of Powers; the Powers ‘diamond P’.

Carol Quinn, archivist at Irish Distillers, said she noticed that the diamond ‘P’ has always been an integral part of the brand’s identity historically.

“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,” she said.

“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, said: “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.”