Pernod Ricard is relaunching Irish whiskey brand Powers in the UK with a new look and higher booze content.
Its first expression, Powers Gold Label Distiller’s Cut (43.2% abv), is triple distilled, with more of the ‘heads and tails’ of the spirit discarded during production, which Pernod said kept “the flavourful heart of the cut”.
It is billed as “a smooth whiskey with a spicy, bold character and complex honey flavour” (rsp: £30/70cl).
The NPD was “well positioned to capitalise on the growth opportunity in super-premium Irish whiskey”, said Pernod Ricard UK brand director Laura Stephen.
The drink rolls into Tesco, Waitrose and Amazon from 31 August.