Tuesday, May 21, 2019


Irish Distillers, has today announced the launch of the first-ever pre-mixed cocktail from its Powers whiskey brand, as part of a brand refresh.

Powers Old Fashioned (38% ABV) has been produced using Powers Gold Label Irish whiskey, sugar syrup and bitter herb flavouring.

Powers Old Fashioned

This latest release from the Midleton Distillery produced brand, is presented in what is described as a befitting, bold new look that balances modern cues with the rich heritage of Powers, dating back to 1791.

The contemporary new bottle features a new label styled on the classic diamond ‘P’ signifier, which was one of the first ever trademarks in Ireland, registered by the Powers family in 1877.

Commenting on the news, Brendan Buckley, Strategy, Insights, Innovation & Prestige Whiskeys Director at Irish Distillers, said: “Powers Old Fashioned is a premium and modern ready-to-serve take on the classic cocktail that is set to tap into the growing interest in Irish whiskey and cocktails among 30-40 year olds in Ireland.”

He went onto say: “A careful balance of the rich history of Powers with an eye on the future, we are confident that the refreshing ritual of ‘Ice, Pour, Twist’ will appeal to whiskey fans and the cocktail curious alike who are looking for simple and convenient ways to create new Irish whiskey experiences at home or in their local pub. We’ll be monitoring the progress of Powers Old Fashioned in Ireland ahead of plans for a wider roll-out across other key Powers and Irish whiskey markets in the future.”

Powers Old Fashioned, will initially launch later this month at Tesco Ireland and Dunnes Stores, for a RRP of €29.99.

Posted by Steve Rush