for Absolut, describes it as “the finest expres-
sion of the expertise, creativity and passion that
define Absolut.”
The trade-up trend extends into the
Champagne category as well. Pernod Ricard’s
portfolio—led by Perrier Jouet and G.H. Mumm—
is on fire. Perrier Jouet’s new spring POS was
designed to reinforce the brand’s prestigious
image and rich heritage. Designed by Tord
Boontje, the world famous London-based artist,
Perrier Jouet’s “Enchanting Tree” is a gold flute-
tree holding up to six Champagne flutes and
decorated with gold leaves and white anemones.
Moving forward, Pernod Ricard USA is
committed to ensuring that the firm remains
a leader not only in multiple categories but
also multiple ways—line extensions, brand new
products and high-end offerings that delivery
quality and packaging in synch with their price
tags. Plus, with their distribution network is
primed to make their portfolio accessible to both
on- and off-premise accounts from coast to coast,
Pernod Ricard USA is positioned to satisfy the
aspirational thirst of Americans as they continue
to embrace luxury.
putting the power back in
hile Jameson is
clearly the Irish
whiskey engine of
Pernod-Ricard, Powers has also
been enjoying double-digit
growth and is well-positioned
for a higher market profile—
with the ability to enhance
the Irish category overall. The
Powers calling card has always
been reliance on single pot
still production, which, while
less efficient and more time-
and labor-intensive, yields greater
depth and complexity. In particular,
the plan for Powers is to emphasize
this production point of distinction,
as well as to return the brand to its
historic roots as a higher-proof spirit,
as it was when exported for much of
the 20
century. Arriving this July,
replete with new packaging, the
revamped Powers Gold Label (which
is roughly three-quarters single pot
still) will sport 43.2% ABV (86.4
proof) and a $30 SRP (up from $23).
The jump in quality is palpable,
and meriting the higher tag, as the
whiskey still expresses the signature
Irish softness and accessibility, but
with a lovely sweet caramel nose
and fuller body. The palate impres-
sion is richer, longer and shows a
touch of spice. It makes a strong
case for Irish whiskey as a sip-
ping spirit.
Reinforcing the Powers
makeover are two smaller-
production expressions poised
to reward the Irish aficionado
looking for an elevated
experience, and whiskey sippers
looking for new paths. Powers
John’s Lane, introduced this March,
honors the brand’s original distillery
in Dublin. It is 100% single pot
distilled and aged a minimum of 12
years, mainly in first-fill bourbon
casks; bottled at 92 proof, it is
both potent and complex, with the
earthy aromas and mature character
to compare favorably with other
whiskey rivals—not just Irish—at
its $69 price point. And coming in
July, when the new Gold Label hits,
Powers Signature Release (SRP $45)
represents another 92 proof, 100%
pot still bottling, but is unaged,
therein clearly pushing the Irish
whiskey envelope.
2004 Belle
Epoque Brut
From some of the
best vineyards in
the Champagne region, Perrier-
Jouët’s Belle Epoque Brut is bright
and floral, with citrus blossom
notes and flavors of pear, almonds
and pineapple. SRP: $140
Chivas regal 25
Sweet orange and marzipan
aromas dominate this elegant,
complex scotch.
On the palate,
luxurious flavors
of milk chocolate,
nuts and spice
are smooth and
and finish long.
SRP: $250
Royal Salute 38
Expresses cedar-wood and
crushed almond characters,
with notes of sherry and oak.
Dried fruit lingers
with an assertive
SRP: $650
Royal Salute 21
Deep golden amber hints at the
power and full-flavored taste
of this whisky. On the palate,
sweet berries and fresh
pear are underscored
by spice, hazelnuts and
lavender. Floral and
fragrant with a mouth-
filling creaminess
and ultra-smooth
SRP: $175
Chivas 18
This dark amber bottling
delivers a heady mix of dried
fruits, spice and but-
tered toffee. Rich,
smooth and subtly
smoky, in ends with
notes of raisins and
dark chocolate.
SRP: $74.99
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