Powers Irish Whiskey Shines Spotlight on Stories of Local Legends
They say some things get better with age. That is certainly the case when it comes to whiskey, but also the stars of Powers Irish Whiskey’s new ‘Old But Gold’ campaign, local hospitality legends Willie Jack and Niall McKenna.
Proudly championing Powers’ rich history, and its ability to stand the test of time, the Old But Gold campaign is challenging consumers to rethink their perceptions of what ‘old’ really means in today’s world, celebrating life experience, confidence, and the self-assuredness that comes with age. Shining a light on local trailblazers, the campaign aims to highlight the value of lived experience that comes with more trips around the sun.
As part of the campaign, the iconic whiskey brand has also launched a new ‘Powering Conversations’ interview series. Delving into the stories of local characters and ‘pioneering spirits that started it all,’ the interview series is hosted by Belfast whiskey blogger, Ronan Collins (Whiskey4Breakfast).
Episode one of the four-part series, which is out now, features local hospitality legends Willie Jack (The Duke of York, Harp Bar, The Dark Horse & The Friend at Hand) and Niall McKenna (James Street South, Belfast Cookery School, Waterman) and can be viewed on the Powers Whiskey NI YouTube and Facebook pages.
Powering Conversations, Episode 2
The first episode was filmed in the recently unveiled extension to The Friend at Hand whiskey shop on Hill Street. During the interview, the pair discuss the important spirit of collaboration and community that has been central to the evolution of Belfast’s hospitality and tourism scene; their shared vision for the future of the Cathedral Quarter; and why our people are so central to making Belfast a city that is known and loved all around the world.
“We love Belfast, we’re proud of Belfast… all of us work here, together as a community,” Willie Jack explains. “It all started with our two wives, both called Joanne, and continues today. Everyone, from the person who opens the door of The Duke of York, or the person that makes you feel welcome in Waterman House, we all work together, and look out for each other – that’s what makes it special.”
“Food and wine is my passion” explains Niall McKenna. “Willie’s passion is the bars, the antiques, the stories. For me, when those passions merge – from Muddlers Club to The Merchant, to Neighbourhood Café, to the yoga studio, together they create positivity and that’s what we’re trying to bring to the Cathedral Quarter and into the centre of Belfast. As we move on, Willie’s going to come up with ideas, I’m going to come up with ideas, other people, and the two Joannes will come up with ideas and we’ll follow in their wake - that’s what brings the place on.”
The episode was filmed in the recently unveiled extension to The Friend at Hand whiskey shop on Hill Street. The impressive whiskey mecca claims to house the world’s largest collection of Irish whiskey in the world, alongside its impressive collection of rare artefacts, collectibles, and vintage mirrors.
Two 7ft Powers mirrors take pride of place in the new space, overlooking a sensational vintage Donegal carpet, weaved in Killybegs by a factory that used to make carpets for The Oval Office and Buckingham Palace. At its centre is a beautiful Celtic design, with a crest that reads ‘Mo Dia - Do Dia, Mo Tír - Do Tír’ translating to ‘My God - Your God, My Land - Your Land.’
A special ‘Flash Trad’ programme of pop-up trad performances took place last weekend, kicking off in front of the Powers Old But Gold mirror on Commercial Court. Further pop-up performances surprised punters visiting Belfast pubs, The Deer’s Head, The Second Fiddle, White’s and The Jeggy Nettle over the weekend, helping to get people in the festive spirit.
Commenting on the campaign, Sarah Harvey, brand manager for Powers Irish Whiskey said: “Our Powers Old But Gold campaign celebrates the pioneering spirit of people that has paved the way for progress, putting Belfast and Northern Ireland on the map. As part of the campaign, we’re proud to launch our new Powering Conversations interview series to provide a space for important conversations with inspiring local people.
“We have also unveiled the first in a series of replica Powers mirrors. The end of the year is a natural time to stop, take stock and reflect; To look back on the experiences you’ve had, the people you’ve met, and the places you’ve been. As we approach the end of 2022, we’re asking people to think about the moments and memories that mattered to them this year; and to share their stories with us. We want to create a space for powerful conversations that celebrate the people that make this a place we’re proud to call home.”
Visit the Powers mirror outside The Duke of York on Commercial Court in December, share a selfie or video with @powerswhiskeyni along with your reflections on the year that’s passed using #OldButGold for your chance to win a suite of Powers prizes.
Three more episodes of Powering Conversations will follow in 2023, with episode two scheduled for release in the New Year.
SD Create provided a range of services as part of the campaign creative team, including:
Project Management
Location Sourcing
Background Interviews / Briefing
Creative Planning / Art Direction
Post Production / Edit Management
PR/Media Relations
Copywriting
Social Content Roll Out
