Irish Distillers has unveiled a complete rebrand of Powers Irish Whiskey, including a new contemporary bottle design for its range of Irish whiskeys.

Debuting on the core expression Powers Gold Label in the USA from March 2020, the new look is aimed at a younger generation of drinkers. Following on from this, 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.

The design features a new bottle shape inspired by the pot still silhouette from the brand’s historical home at John’s Lane Distillery. Another aspect of the new design is the label which is styled on the Powers ‘diamond P’.

Each whiskey in the Powers range is presented with a label in a different colour 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 bird; and Powers John’s Lane Release in metallic ink, to reflect the industrial innovation that the Powers family demonstrated at the original distillery.

Carol Quinn, Archivist at Irish Distillers, said: “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.”

Conor McQuaid, Chairman and CEO of Irish Distillers, commented: “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.”

The new packaging comes as part of a number of recent innovations for Powers including the release of Powers Old Fashioned, the brand’s first ever pre-mixed classic cocktail; and the creation og Powers Quarter, a collaboration between six Dublin bars to tell the story of Powers and its Dublin history.

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