The Flava People has teamed up with Diageo once again to launch a new range of Guinness sauces.
The partnership – which was brokered by Diageo’s global brand licensing agency, Beanstalk – sees the launch of Guinness Smoky Tomato Ketchup and a Smoky BBQ sauce across Tesco stores, joining the six existing products.
Part of a wider partnership with Diageo, the ‘Guinness Kitchen’ portfolio is aimed at targeting foodies and beer lovers. The range targets consumers who enjoy experimenting with home cooking but rely on base, easy to use ingredients and ready-made add-ons to create intense, delicious meals.
“Guinness is a beer with a unique standing in the world of food and has long been associated with hearty home cooking and delicious flavour,” commented Olivia Parkes, brand manager for Guinness Kitchen at The Flava People. “The new sauces are designed to expand shoppers’ relationship with Guinness and food beyond that of the traditional – providing more premium, flavoursome alternatives on household cupboard staples, perfect as we enter the summer BBQ months.”
Olivia continued: “We’re now building the range with products suited to entry level through to accomplished cook, meaning we can capture consumers and introduce them to the concept of Guinness with food through the comfort food they traditionally associate with the brand like pies and gravy, before transitioning them to more experimental formats and cooking with the Guinness flavour as an ingredient.”
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