Guinness food range for pubs launched

Diageo has joined forces with premium sausage company Debbie & Andrew¹s to launch a Guinness food range.

The range is expected to generate sales worth £15m in three years. The food range will feature Guinness as a key ingredient. It is the first time Diageo has licensed a food range under the Guinness brand. Products will be available in spring 2009. The products will be produced by Yorkshire-based Debbie & Andrews and include steak and Guinness pie, pork and Guinness sausages, chicken wings, ribs and premium burgers.

Marketing will focus around existing Guinness occasions such as St.Patrick¹s Day and sport associations such as Guinness and rugby. Declan Hassett from Diageo says: "Guinness is celebrating the 250th anniversary year of the signing of the St. James¹s Gate lease in 2009 and the partnership with Debbie & Andrew¹s provides a great opportunity for consumers to connect with and enjoy the great taste of one of the world's best-loved brands."

Andrew Keeble, managing director of Debbie & Andrew¹s, said: "Yes, there is a credit crunch and a lot of wet-led pubs are closing, Not much food is going through and those pubs are suffering, so we are looking at new ways to encourage people to eat on the hoof. The range is easy to prepare and it can be linked into cross promotions with Diageo as well."

Keeble adds: "We believe it will invigorate the meat category and grow value across a range of other categories because Guinness drinkers will connect with it."