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Diageo extends partnership with The Flava People for Guinness brand

Further building on its successful partnership – which has resulted in meat rubs and recipe mixes – Diageo and The Flava People have launched a new Guinness cooking paste across Tesco stores.

The partnership was brokered by Diageo’s global brand extension agency, Beanstalk.

The Flava People has captured the ‘unique essence’ of Guinness in its products, with the new paste combining Guinness, honey and soy. The company says that it is designed to be ‘secret ingredient’ to bring meals to life.

“Guinness is a beer with a unique standing in the world of food and has strong heritage in hearty home cooking,” commented Olivia Parkes, brand manager for Guinness at The Flava People. “This new paste is designed to expand cooks’ and chefs’ relationship with the Guinness flavour profile and how it is used in food – providing a more premium and versatile experience, while remaining easy to use.”

The paste is part of a wider launch between The Flava People and Guinness, being one of ten new products launching over the next six months to include sauces, rubs and more.

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