Powers Goes Back To Its Roots With A New Look And New Whiskeys - Food & Beverage Magazine

Powers Goes Back To Its Roots With A New Look And New Whiskeys

Powers Goes Back To Its Roots With A New Look And New WhiskeysPernod Ricard USA and Irish Distillers, the world’s leading Irish Whiskey producer, have unveiled a new look and line-up for its popular Powers range, reflecting the brand as a contemporary, super-premium whiskey, recognized for its flavor, quality and superior craft.

The two significant changes to the range include; 1) updated packaging and a return to its original export strength of 43.2% (86.4 proof) for Powers Gold Label and 2) the addition of a new Single Pot Still expression, Powers Signature Release.

The new packaging for Powers Gold Label was inspired by the brand’s history, reflecting the super-premium nature of the whiskey and bringing Powers Gold Label in line with the look of the other whiskeys within the Powers family. The revamped liquid features a higher strength abv of 43.2% and will be non-chill-filtered, a first for Irish whiskey at this abv level, further intensifying the classic spicy pot still character that Powers whiskey is famous for.

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 March 2013. Recognized as the hallmark of traditional high quality Irish Whiskey, Single Pot Still is a rapidly expanding category in the US. The new expression has notes of the spicy flavors that are the hallmark of Powers, with black pepper, honey, vanilla and berries. 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 2013 and has been available since September 2013.

Paul Di Vito, VP of Irish Whiskey for Pernod Ricard USA says, “It’s a very exciting time for Irish whiskey in the US as the category continues to be one of the fastest growing in the spirits industry. As one of the most popular whiskeys in Ireland, Powers has a key role to play in the resurgence of the category. The addition of Single Pot Still expressions of Powers Gold Label also allows us to bring this unique whiskey style back to the forefront in the US”.

ABOUT POWERS IRISH WHISKEY
Powers Goes Back To Its Roots With A New Look And New WhiskeysThe origins of Powers Irish Whiskey date back over two hundred years when James Power founded the distillery at John’s Lane, near the western gate of Dublin in 1791.

A pioneer of its time, John Powers & Son was the first Irish distiller to bottle its own whiskey back in 1886, adopting a gold label exclusively for Powers bottled at John’s Lane as a guaranteed mark of its high quality. Today, Irish Distillers is continuing the brand’s reputation for quality and innovation as it reaches out to whiskey fans who are looking to expand their knowledge of Irish Whiskeys with the new-look Powers family, which includes Powers Gold Label, Powers Signature Release and Powers John’s Lane Release.

Powers whiskies share a signature style, with a rich and spicy character that is also remarkably silky, and have always been recognised for their traditional pot still flavours and dedication to the craft of whiskey distilling.

ABOUT PERNOD RICARD USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide.

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