To kick off the new decade, one of Ireland’s oldest whiskeys is getting a bottle makeover. Today, Irish Distillers of Midleton Distillery unveiled the new look for Powers Gold Label Irish Whiskey, the first of several Powers packaging changes set for the U.S. market.
“This innovative bottle design for Powers Gold Label marks a dynamic new chapter for our brand. Since the family distillery was established in the late 18th century, Powers has been woven into the fabric of Ireland, thanks to its bold taste profile and character,” said Fiona Canning, Brand Leader for Powers in the U.S., in a statement. “Now, during a time when Irish whiskey is experiencing a renaissance in the U.S., we’re taking a bold approach to inspire a new generation of American drinkers to discover the unique history and personality of Powers.”
The new bottle, itself, is a bit of a squat cylinder, eschewing the previous streamlined wine-bottle style for the more compact shape popular with many Scotches (and Hendrick’s Gin). According to the company, the shape was “inspired by the vintage pot still silhouette.” The second obvious change is the label which takes the Powers “diamond P” logo and blows it up to comprise the entire label.
“Powers’ sense of identity has always been rooted in the diamond P, a sentiment that became very clear to me as I worked my way through the historical archive,” explained Carol Quinn, Archivist at Irish Distillers. “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.”
The new bottles of Gold Label will be available right before St. Patrick’s Day in the U.S. New packaging for Powers Three Swallow and Powers John’s Lane will be released mid year in the States.
Across the pond, the Irish will see the new packaging pop up around March.