Posted on | October 15, 2013
Written by | BevNetwork
Pernod Ricard USA and Irish Distillers 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. The new whiskey and packaging will be available in the US beginning October 2013.
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.