Creating an Ultra-Premium Juggernaut in Irish Whiskey

Powerscourt Distillery

Irish Whiskey was officially the fastest-growing spirits category in the world, with 140% growth in sales from 2010 to 2020, with premiumization playing a key role in driving growth. The Powerscourt Distillery is located on the stunningly beautiful 800-year-old Powerscourt Estate which is recognized throughout the world for its elegant artistry, superior craftsmanship, and world-class gardens. The Powerscourt team engaged Trinity to craft a brand strategy, visual identity and distillery tour environment that would help them redefine Irish Whiskey for the world.

Brand Strategy
Portfolio Architecture Strategy
Creative Strategy
Innovation Pipeline Strategy
Digital Experience Strategy
Communications Strategy
Identity Design
Packaging Systems Design
Structural Package Design
Website Design
Environmental Design
Tradeshow Design
Campaign Development
Social Media Content
Promotional Packaging Design

Powerscourt Distillery's whiskey pour in a tasting glass with a quote from the Master Distiller.

We developed a brand strategy for this ultra-premium whiskey that is rooted in the idea of “Extraordinary Spirit.” It captures not only the spirit of the distillery’s unique location but the truly extraordinary nature of the liquid itself. The brandmark that grew from this strategy was inspired by the estate, matching the historical care and attention to detail for which Powerscourt has for eight centuries been known. The Fercullen brand name (the ancient Gaelic name for the lands of Powerscourt) was selected for its whiskey releases. From the visitor experience to the visual expressions of the releases themselves, we tell of the brand’s extraordinary spirit and infuse everything with the elegance and handcrafted quality of their very special whiskeys.

Powerscourt Distillery's Fercullen 16-year bottle close-up.

Since its launch, The Powerscourt Distillery has become a “must-see” destination for the booming Irish tourism business, while its whiskeys have secured global distribution and are consistently recognized with awards and industry accolades.