The Flava People Release Guinness Paste

Diageo and The Flava People have further extended their partnership via Beanstalk with a Guinness cooking paste.

License Global

October 7, 2021

1 Min Read
MicrosoftTeams-image (20)_0.png

Diageo and The Flava People have launched a Guinness cooking paste, a blend of Guinness beer, honey and soy.  

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

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

The Guinness Cooking Paste can be found in 850 Tesco stores. The paste is part of a wider launch between The Flava People and Guinness, being one of 10 new products launching over the next six months to include sauces, rubs and more. 

 

Read more about:

BeanstalkDiageoguinness

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like