Powers Gold Label Irish Whiskey recently unveiled a bold new bottle in the U.S. The eye-catching design is set to attract a new generation of American drinkers who have an appetite to discover one of Ireland’s most loved whiskey brands.
The new bottle design that will lead the brand, produced by Irish Distillers of Midleton Distillery, into the future was developed with its rich history in mind. Inspired by the vintage pot still silhouette, the shape pays homage to Powers’ whiskey production, echoing the distillation method for which this historic Irish whiskey is renowned. The brand’s spirit is brought to life in the bold label design, including the iconic red Powers diamond “P” – one of the first ever trademarks registered in Ireland and a link to the legacy of Powers and Irish whiskey.
“Powers’ sense of identity has always been rooted in the diamond P, a sentiment that became very clear to me as I worked my way through the historical archive,” says Carol Quinn, Archivist at Irish Distillers. “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.”
“This innovative bottle design for Powers Gold Label marks a dynamic new chapter for our brand,” adds Powers U.S. brand lead Fiona Canning. “Since the family distillery was established in the late 18th century, Powers has been woven into the fabric of Ireland, thanks to its bold taste profile and character. Now, during a time when Irish whiskey is experiencing a renaissance in the U.S., we’re taking a bold approach to inspire a new generation of American drinkers to discover the unique history and personality of Powers.”
Following the launch of Powers Gold Label’s new look this month, the updated design will be introduced across Powers Three Swallow and Powers John’s Lane from later this year in the USA. In Ireland, Powers Three Swallow and Powers John’s Lane will be released this month, with Powers Gold Label completing the new-look line-up shortly thereafter.
Powers Gold Label Irish Whiskey in its new packaging will be available for $31.99.
