Powers Irish Whiskey has unveiled a brand-new look along with its first ever pre-mixed classic cocktail, Powers Old Fashioned.
Launching from the end of May in Ireland, the new release is set to tap into the growing appetite for whiskey-based cocktails and recruit cocktail drinkers to the Irish whiskey category.
Powers Old Fashioned has been created from a combination of the Powers Gold Label Irish Whiskey, sugar syrup and bitter herbs flavouring. The result is a smooth, ready-made cocktail, best served over ice with a twist of orange peel over the glass.
The first-ever bottled classic cocktail under the Powers label is presented in a new look that balances modern cues with the heritage of Powers. The contemporary bottle features a label styled on the classic diamond ‘P’ signifier, which was one of the first ever trademarks in Ireland, registered by the Powers family in 1877.
Brendan Buckley, Strategy, Insights, Innovation & Prestige Whiskeys Director at Irish Distillers, commented: “Powers Old Fashioned is a premium and modern ready-to-serve take on the classic cocktail that is set to tap into the growing interest in Irish whiskey and cocktails among 30-40 year olds in Ireland.
“A careful balance of the rich history of Powers with an eye on the future, we are confident that the refreshing ritual of ‘Ice, Pour, Twist’ will appeal to whiskey fans and the cocktail curious alike who are looking for simple and convenient ways to create new Irish whiskey experiences at home or in their local pub. We’ll be monitoring the progress of Powers Old Fashioned in Ireland ahead of plans for a wider roll-out across other key Powers and Irish whiskey markets in the future.”
Powers Old Fashioned is bottled at 38% ABV and will be available in 500ml bottles through key retailers in the on-trade and off-trade, including SuperValu, Tesco Ireland and Dunnes Stores, at the RRP of €29.99.