Quinn added: “In the 1980s, consultants advised IDL that Jameson was the brand to go with. So the rest is history as far as Jameson is concerned.”
The significance of the Diamond P’ in the new design cannot be over-emphasised by Quinn. It was one of the first ever trademarks registered in Ireland. It was used all over the business by all employees and the shape of the bottle replicates the shape of Powers’ John’s Lane stills.
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, paying homage to the original red Powers diamond marque; Powers Three Swallow in blue, a nod to the feathers of the bird; and Powers John’s Lane Release in metallic ink, to reflect the industrial innovation that the Powers family demonstrated at the original John’s Lane, distillery.
Quinn expands: “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.”
Irish Distillers’ chairman and CEO Conor McQuaid, added: “Powers has been famous for its bold taste profile and character since the family distillery was established in 1791.
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“We are excited to introduce this new look to the world and inspire a new generation with the unique history and personality of Powers. At Irish Distillers, we have pride in Powers as one of the world’s leading Irish whiskeys and we welcome this dynamic new chapter for the brand as we seek to continue the Irish whiskey renaissance around the world.”
Irish Distillers’ international marketing director Brendan Buckley, adds: “Yes, we are seeking to appeal to drinkers who are either on a whiskey journey and seeking out more complex styles, or simply curious premium spirits drinkers looking for brands with depth and authenticity. Powers has always been famous for its bold taste profile and character so we are confident that this new look, and the brands rich heritage dating back to 1791, will appeal to this audience.
“The US is a key market for us and has always been a priority for Powers. With the announcement of the new pack we were keen to ensure Powers Gold Label would be available in the US for March 2020, which is a key period for us with the celebration of St Patrick’s Day,” says Buckley.
The company says new packaging for Powers Irish Whiskey underpins recent innovation for the brand as it seeks to reach and inspire whiskey drinkers including; the release of Powers Old Fashioned, the brand’s first ever pre-mixed classic cocktail; and the Powers Quarter; a collaboration between six Dublin bars to tell the story of Powers and its illustrious Dublin history.
