Evolve or die

Carol Quinn is incredibly pragmatic – a couple of years ago during a chat about the lost distilleries of Cork, I lamented that they were knocked to make way for roads and duplexes and various other developments. Carol – IDL’s archivist – pointed out that unless buildings are being used, they no longer serve a purpose. I feel the same way about brands – which awkwardly brings me to the latest Powers rebrand. It seems like only a short while ago that Powers was reborn with a new, more modern label (it’s a little over four years) and here we are again with another, considerably less subtle makeover. I’m going to let the press release do some of the explaining here: 

Powers Irish Whiskey, which is made by Irish Distillers in Midleton Distillery, has unveiled a bold new bottle design for its range of premium Irish whiskeys. Debuting on core expression Powers Gold Label in the USA from March 2020, the dynamic new look is set to attract a new generation of drinkers to one of Ireland’s most loved whiskey brands.

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. Each whiskey in the Powers range is presented with a label in a different colour to bring to life its unique 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.

Conor McQuaid, Chairman and CEO of Irish Distillers commented: “Powers has been famous for its bold taste profile and character since the family distillery was established in 1791. 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.”

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.

IDL are looking for the next Jameson. They sold Paddy to Sazerac so that’s out, Redbreast and the Spots are too premium, and thus it falls to Powers. Powers has a more robust profile, far moreso than Jameson, which many of us here in the rebel county would describe as mockya. A bold liquid deserves a bold look. That said, I hope they keep the single casks in their current format – there are many collectors out there who will be hoping the same thing.

The new bottle is akin to the beautiful Chinnery Gin, while the labels are modern and fresh. The Gold Label may no longer have a gold label, and the John’s Lane release may look a little downgraded by its update, but overall, if this keeps Powers alive for another few decades, then it shall be worth it. All the heritage in the world is meaningless if clinging to it condemns a brand to death.