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Powers Irish Whiskey's new clothes

A bold new look for the iconic whiskey has been unveiled
Powers Johns Lane
Powers Johns Lane
Powers Irish Whiskey, which is made by Irish Distillers in Midleton Distillery, has released a bold new bottle design for its range of premium Irish whiskeys. Debuting with its core expression Powers Gold Label in the USA from March 2020.

The design features a new bottle shape which has been inspired by the distinctive pot still silhouette from the brand’s historical home at John’s Lane Distillery. Another striking 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.

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


Each whiskey in the Powers range is presented with a label in a different colour to bring to life its story; Powers Gold Label in red, 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 explains: “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.
Powers Gold Label
Powers Gold Label
Powers Three Swallow
Powers Three Swallow