Pernod Ricard reintroduces Powers Gold Distiller's Cut Irish Whiskey to the UK
Pernod Ricard UK is set to reintroduce Powers Irish Whiskey’s Gold Label expression to the UK.
Powers Gold Label Distiller’s Cut will be exclusive to the UK and is set to arrive on shelves from August 31.
It will have a new brand identity, which includes evolved bold packaging, designed to inspire a new generation.
All the elements of the new Powers bottle draw upon the brand’s ”pioneering design history, craftsmanship and quality within”, which the producer said helps to create a highly recognisable product.
First established in 1791 in Dublin’s famed John’s Lane Distillery, Powers is now made at the Midleton Distillery in County Cork. The Single Pot Still Irish Whiskey is triple distilled, and more of the heads and tails gets discarded in the distillation process than any other Irish whiskey, keeping the flavourful heart of the cut.
This finer cut, which is left to mature in selected American oak casks, achieves the distillate-driven flavour profile of Powers Gold Label Distiller’s Cut – described as a smooth whiskey with a spicy, bold character and complex honey flavour.
Irish is predicted to be the fastest growing area of whiskey between 2018 to 2023 (IWSR forecast) and Super Premium will be a key driver of the Irish Whiskey category growth, predicted to grow more than twice the pace of total Irish between now and 2023 (19% vs. 8%).
Laura Stephen, Pernod Ricard UK Brand Director, said: “Powers has long been celebrated for its strong history and bold character. It is with great pride that we reintroduce it to UK consumers with a bold new look that features a redesigned bottle shape inspired by the silhouette of a pot still, and a label styled on the icon diamond ‘P’.
”Powers Gold Label Distiller’s Cut is well positioned to capitalise on the growth opportunity in Super Premium Irish Whiskey, and the launch is set to excite both existing whiskey lovers as well as a new generation of drinkers with a palate for a quality, distillate-driven whiskey.”
The UK launch is being supported by a digital media campaign, in-store activity, PR and influencer activity to drive awareness and recruit new consumers. Powers Gold Label Distiller’s Cut is bottled at 43.2% ABV and will be available in Tesco, Waitrose and Amazon for an RRP of £30.