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Issue 1791, May 2019 www.PowersWhiskey.com

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TAKING THE WORLD BY STORM . . .

History, it’s said, has a habit of repeating itself. It’s not always a good thing but every now and then, a comeback is a thing of pure beauty. Enter Irish Whiskey. The rise, fall and rise again of our native spirit is well documented but Irish whiskey is now well and truly back in the spotlight.

Consumers today are more discerning and demanding than ever. They want brands that have a story to tell, that are crafted and nurtured, but that are also innovative and creative. Irish whiskey has stepped up to the challenge and this once traditional spirit has been reborn. The category is undergoing a revival and growing globally, bringing a whole new legion of fans along with it.

SOMETHING FOR EVERYONE . . .

Competition

often when trying whiskey for the first time. Irish whiskey is no longer an old man’s drink with strict rules like ‘never water down your whiskey’ long shaken o…. Today, Irish whiskey has a much broader appeal, largely thanks to bartenders bringing it to life in cocktails, inventive new serves and mixed drinks, creating a whole new generation of modern day whiskey enthusiasts. There are endless options when it comes to whiskey cocktails. Some classics – a Manhattan, Whiskey Sour or Old Fashioned. Don’t rule out the steadfast Irish Co…ee, it hasn’t become famous over the world for no reason. It’s been said that whiskey isn’t a drink, it’s a whole world. There is so much complexity and variety, so many subtle flavours and possibilities that you can spend a lifetime exploring it and never reach the end . . . but then again, it’s quite a journey. find overwhelming

To celebrate World Whiskey Day, throughout the month of May we will be running some online competitions for you to WIN Power’s IrishWhiskey and Ground Espresso merchandise . To be in with a chance to WIN , check out our social channels.

For the novice, Irish whiskey is a great place to start. Compared to its Scottish and American cousins, Irish whiskeys are very approachable and considered balanced in taste and aroma. They are not so extreme in certain flavours, such as peat-smoke from peat-kilned barley or heavily oaked notes from fresh casks, flavours that people newer to whiskey

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