Powers Whiskey’s Bold New Re-brand

Powers Irish Whiskey, a true staple of the Irish whiskey industry, has unveiled a bold new bottle design for its range. Debuting on core expression Powers Gold Label in the USA from March 2020, the dynamic new look is set to turn heads as it diverts from the traditional Powers design to a new modern embossed bottle with new diamond label.

According to Irish Distillers, the new design features an entirely new bottle shape which took inspiration from the distinctive pot still silhouette from the brand’s historical home at John’s Lane Distillery.  Another distinct aspect of the new design is the label which is styled on the iconic Powers ‘diamond P’ – one of the first ever trademarks registered in Ireland and a link to the legacy of Powers and Irish whiskey history all over Ireland.

Each whiskey in the Powers range is presented with a label in a different colour to bring to life its unique story; Powers Gold Label in red (which as we’ve covered previously is no longer ‘Gold’ as the name suggests), an homage to the original red Powers diamond marque; Powers Three Swallow in blue, a nod to the feathers of the graceful bird; and Powers John’s Lane Release in metallic ink, to reflect the industrial innovation that the Powers family demonstrated at the original distillery established in 1791 on John’s Lane, Dublin.

Carol Quinn, Archivist at Irish Distillers explained, “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.”

Following the launch of the new-look Powers Gold Label in March 2020, 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.

Conor McQuaid, Chairman and CEO of Irish Distillers commented: “Powers has been famous for its bold taste profile and character since the family distillery was established in 1791. We are excited to introduce this new look to the world and inspire a new generation with the unique history and personality of Powers. 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.

This new re-brand is a big step away from the bottle designs that we are familiar with these days but, I for one, am delighted that Powers is receiving even more attention in the IDL portfolio, even with the loss of ‘Signature Reserve’. It’s quite a bold new look for the brand but I am looking forward to getting a bottle into my hand to check it out, because from the photos I think this new pack looks absolutely fantastic.

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