It was launched last night in The Brian Boru in Phibsborough at a function attended by many of Dublin’s leading vintners. The venue was a fitting one as this was the last pub to serve whiskey from the wood – until 1973.
“The LVA approached us as part of its Bicentennial celebrations, looking to partner with icons of the drinks industry in matching something up with the icon that is the Dub pub,” explained Barry Fitzpatrick, Head of Marketing for Whiskey & Brown Spirits at Irish Distillers.
“Powers long association with the Dublin pub trade goes back to its founder James Power, himself an Innkeeper, who in 1791 set up shop on Johns Lane just off Thomas Street in the heart of Dublin’s Liberties. And from then to now, Powers Irish Whiskey has been indelibly linked with the Dublin pub,” he said, adding that the launch of Powers 1817 Release personifies the style of whiskey that was renowned the world over and prevalent in the pubs of Dublin in 1817 at the foundation of the LVA.
During most of this time Powers has been the biggest-selling whiskey in the country as well as in Dublin.
One of the first of the Dublin distilleries to bottle in-house, Powers chose to work with Dublin publicans to build a much-loved brand, supplying whiskey directly by barrel as well as by bottle.
For bartenders in many Dublin pubs their first job would have been ‘tapping the barrel’, watching the golden liquid flow into the bottles and being careful not to spill a drop.
The aroma of wood and whiskey is indelibly linked with such memories and these authentic experiences.
With both Powers and the Dublin pub being beloved hallmarks of the Capital City, the LVA and IDL together helped select this triple-distilled and non-chill filtered Single Pot Still whiskey.
“We’d encourage promoting it as the Whiskey of the Month in Dublin pubs,” said Barry, “There’s a limited stock of just 5,000 bottles only available to LVA members from the beginning of March to the end of December this year.”