Bold new look for Powers Irish Whiskey

9th January 2020

Powers Irish Whiskey has unveiled a bold new bottle design for its range of premium Irish whiskeys. The dynamic new look is set 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.”

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.

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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