Powers Irish whiskey returns to UK

Pernod Ricard UK has announced the return of Powers Irish Whiskey’s celebrated Gold Label expression to the UK.

Set to hit the shelves from 31 August, Powers Gold Label Distiller’s Cut will be exclusive to the UK. The return also marks a new brand identity and higher ABV of 43.2% for the iconic Irish whiskey.

While the packaging is designed to inspire a new generation of whiskey drinkers, the elements of the new Powers bottle draw upon the brand’s pioneering design history, craftsmanship and quality. The bottle’s distinctive shape is inspired by pot stills, with embossings in the glass which frame the bold, diamond-shaped label and make it tactile.

“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’,” commented Laura Stephen, Pernod Ricard UK brand director.

“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.”

Irish is forecast to be the fastest growing area of whiskey between 2018 to 2023, according to an IWSR report, 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%).

The UK launch will be supported by a digital media campaign, in-store activity, PR and influencer activity to drive awareness and recruit new consumers.