Pernod Ricard UK has relaunched Powers Irish Whiskey’s Gold Label expression.
Powers Gold Label Distiller’s Cut is bottled at ABV 43.2% ABV and is available from Booker depots with an RSP of £30.
Exclusive to the UK, the launch is supported by a digital media campaign alongside in-store, PR and influencer activity to drive awareness and recruit new consumers.
Irish is forecast to be the fastest growing area of whiskey between 2018 to 2023 and Super Premium will be a key driver of the Irish Whiskey category growth, predicted to grow more than twice the pace of total Irish between now and 2023 (19% vs. 8%).
Laura Stephen, Pernod Ricard UK Brand Director, commented: “Powers has long been celebrated for its strong history and bold character. It is with great pride that we reintroduce it to UK consumers with a bold new look that features a redesigned bottle shape inspired by the silhouette of a pot still, and a label styled on the icon diamond ‘P’.
“Powers Gold Label Distiller’s Cut is well positioned to capitalise on the growth opportunity in Super Premium Irish Whiskey, and the launch is set to excite both existing whiskey lovers as well as a new generation of drinkers with a palate for a quality, distillate-driven whiskey.”
