POWERS Irish Whiskey
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Proudly Unchanged Since 1791
How do you dust off a two century old, much-loved pot still whiskey, dragging it from the back of Grandpa’s drinks cabinet into modern Ireland? And how do you launch it in the US where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have: a true USP.
POWERS is made taking the centre cut or the ‘heart of the distillate’ to be more technical; a process that involves discarding more whiskey than any sane maker would ever do to keep only the best but also a process that’s never changed since 1791.
In a fast-moving, dispensable world where brands chop and change daily, how refreshing to find one undeterred by fashions or fads. POWERS has single-mindedly stuck to its guns, knowing the right way from the very first drop.
The POWERS glass
The POWERS glass was conceived as a remarkable way of presenting the ‘centre cut’ story visually so the US consumer could grasp in one fell swoop why POWERS is a whiskey like no other whilst also giving bartenders an engaging story to tell as they serve. The fact the liquid sits meticulously dead centre like a spirit level is not only appealing to look at but also curious to others in the bar, driving further sampling.
50,000 of these highly distinctive bespoke glasses were rolled out initially and the good news is not only do US whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the highest compliment indeed.
With glass and product shots by the world-renowned Jonathan Knowles, the longer-term plan is to also sell the glasses as part of gifting packs.
And for Irish bars stocking the popular POWERS GOLD LABEL on their optics, once again we got creative to tell the ‘centre cut’ story.
