UK sausage supplier Debbie & Andrew’s has joined forces with Diageo to manufacture products infused with Guinness.
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The sausage company has signed a deal with the beverage giant to produce a range of “high-quality, premium food products”, which use the Irish stout as a “key ingredient”, the company said today (15 December).
The cross-category range, which will be dual-branded Debbie & Andrew’s and Guinness, is a step change for the Yorkshire-based sausage makers who will develop products outside of their core sausage category for the first time.
Launching into retail in next spring, it will coincide with the 250th anniversary of the signing of the lease by Arthur Guinness on the St James’s Gate Brewery, Dublin.
“There is a natural synergy between our brands and the range itself will be the perfect partnership of two of man’s passions: beer and food,” said Andrew Keeble of Debbie & Andrew’s. “This is a huge opportunity for Debbie & Andrew’s to not only demonstrate our strong food credentials but also our ability to deliver a cross-category range that both delights and challenges customer expectations.
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By GlobalData“We believe it will invigorate the meat category and grow value across a range of other categories because Guinness drinkers will connect with it. The opportunity for everyone is huge.”
Support will include consumer and trade communication, sampling, on-pack promotions and point-of-sale. The overall message will be “quality food from two trusted and much loved brands”.
