Irish Distillers Pernod Ricard, the world’s leading Irish Whiskey producer, has unveiled a new look and line-up for its popular Powers range, reflecting the company’s vision for Powers as a contemporary, super-premium whiskey, recognised for its flavour, quality and craft.
Changes to the range include the addition of a new Single Pot Still expression, Powers Signature Release, which will be available in Ireland and the USA from September 2013, plus new packaging and a new recipe for its seminal Powers Gold Label.
Powers Signature Release is the second Single Pot Still whiskey to be added to the Powers family, following the release of the ultra-premium Powers John’s Lane Release in May 2011. The new expression bears the hallmark spicy flavours that are typical of the Powers whiskeys, with black pepper, honey, vanilla and berries in abundance. Using the signature Powers pot still distillate, it has been matured mainly in American bourbon barrels with the subtle inclusion of whiskey matured in Spanish Oloroso sherry casks.
Powers Signature Release was introduced to whiskey fans for the first time in the US at WhiskyFest Chicago in April this year and will be on shelf in the USA and Ireland from September.
The new-recipe, new-look Powers Gold Label has taken inspiration from the brand’s history and features a higher strength abv of 43.2% and will be non chill filtered, allowing the spicy pot still character of the whiskey to come to the fore. Being able to release a non chill filtered whiskey at strength lower than the industry norm of 46% is directly related to the proprietary triple distillation process which Powers uses.
The updated packaging reflects the super-premium nature of the whiskey and brings Powers Gold Label in line with the look of the other whiskeys within the Powers family. The new whiskey and packaging format will be available in the USA from September 2013.
Anna Malmhake, CEO at Irish Distillers Pernod Ricard, says: “Powers has been long been regarded by whiskey lovers throughout Ireland and the world as the ‘whiskey drinker’s whiskey’ and recognised for its traditional, full-bodied pot still flavours. With demand for Irish whiskey now stronger than ever, it’s an exciting time of opportunity for the category in general and for Powers in particular. The timing is ideal to harness the tremendous reputation of Powers and to showcase its quality to an ever increasing number of super-premium whiskey drinkers.”
“With whiskey drinkers increasingly prioritising craft and quality in their purchasing decisions, we see excellent growth potential for the super-premium segment of the Irish Whiskey category so we are confident that the new Powers range will be a big hit for discerning whiskey drinkers, as they continue to explore and discover the many great whiskeys that Irish Distillers’ extensive portfolio has to offer.”
The introduction of the new-look Powers range is the latest in a series of innovations from Irish Distillers, owner of the world’s leading Irish whiskey brand, Jameson. May 2011 saw the release of its award winning range of Single Pot Still whiskeys and a subsequent release of numerous other whiskeys reaffirming the company’s commitment to growing the Irish Whiskey category and to improving consumer awareness and understanding of the excellent quality of Irish Whiskeys at all price points.