The brand story

Founded in 1791 by James Power, the brand’s fortunes rose dramatically under John (later Sir John) Power. John Power greatly expanded the John’s Lane Distillery until it covered seven acres of inner-city Dublin, earning for himself a baronetcy in 1841, and for his whiskey a reputation for quality and excellence that lives on today.

Powers was the very first distillery to bottle its own whiskey in 1886, adopting a gold label (similar to the familiar one today) exclusively for Powers bottled at John’s Lane. The Gold Label guaranteed the highest quality, and distinguished the John’s Lane bottling from the White Label Powers bottled by independent whiskey bonders. (‘White Label’ was still available until the Sixties). Hence it became, and still is, the custom in pubs around the country to call for a ‘Gold Label’.

Powers also pioneered the use of miniature bottles — the famous ‘Baby Powers’, among other firsts.

Powers is meticulously crafted from the finest Irish barley and water, triple distilled for purity and matured in oak barrels for up to seven years.

Product range

Powers Gold Label is a superbly made whiskey with distinctive pot still character. Powers is a rich, round, complex and full-flavoured drinking experience, rated “One of the best in all Ireland. Classic stuff,” in Jim Murray’s Whisky Bible 2007. Powers can be enjoyed neat, on ice, with water or a mixer. Powers’ rich, warm character means it is the perfect whiskey for a Hot Toddy or Irish Coffee.

Powers 12 Year Old Special Reserve retains the classic Powers’ spicy, honeyed, full-bodied flavour, enhanced and enriched by years of extra ageing in carefully selected American oak barrels and is best enjoyed neat, or with a little water.

Innovation

Always the innovator, Powers was the first distiller to bottle its own whiskey in 1886 and pioneered the use of miniature bottles — the famous ‘Baby Powers’. Powers was also a technological pioneer; it installed Ireland’s first steam engine, and its dynamo subsequently supplied the first electric current in Dublin.

Marketing and promotion

Long before the modern ‘text to win’ era, the brand was engaging in ‘interactive’ marketing. In the Seventies, Irish Independent readers were invited to write the next in the long-running series of ‘Powers Short Stories’ ads.

Since then, Powers’ marketing has predominantly celebrated both its quality and proud Irish heritage. ‘Powers. The Irish’ was the strapline in a much-loved series of ads in the Nineties that featured typical Irish pastimes — hurling, fishing, football and, of course, racing. Quality ads have included ‘Go for taste’ in the Seventies, ‘We didn’t invent rock ‘n’ roll. Just whiskey’ in the Eighties and ‘Pure Gold’ in 2007.

Powers has also been a major backer of Irish racing events; the Powers Gold Cup was first staged in 1960, and Powers has sponsored the Irish Grand National since 2000.