Finsbury Grows Diageo Portfolio with Gordon’s

The gin company is getting a new cake thanks to Finsbury.

July 23, 2021

Finsbury Food Group’s partnership with Diageo continues to grow, as the U.K. cake manufacturer announces a new collaboration with gin brand Gordon’s for a pink cake. The partnership between Gordan’s and Finsbury Foods was brokered by Diageo’s global licensing agency, Beanstalk.

“We’ve worked with Diageo for many years and have seen huge success when we’ve previously married together their well-loved drinks with our expertise in crafting beautiful cakes,” says Emma Hamilton, brand manager, Finsbury Food Group. “At Finsbury we are always looking for ways to bring innovation into the cake category and excite the public with the launch of new products that they’ve never seen before. We know gin lovers will want to snap this up, but we’ve made sure that there’s enough beautiful flavors and toppings to delight those who aren’t as partial to gin too! We are thrilled to be collaborating with Gordon’s on their first cake, hopefully the first of many, and can’t wait to see people enjoying the premium pink cake as it lands this summer.”

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Gordon’s Premium Pink cake is layered with pink and white sponge with raspberry jam. It is finished with a pearlescent ombre effect, topped with Gordon’s pink flavored frosting, edible sugar pearls and dried raspberries.

“At Gordon’s we work hard to challenge the industry, stay ahead of the curve and set the trends when it comes to our special Distilled Collection,” says Declan Hassett, senior licensing manager, Diageo. “We invest heavily in product innovation and following the hugely successful launch of our Premium Pink Gin in 2017, we wanted to create something really different and special for our customers. There was no better choice than partnering with Finsbury to make our cake dreams a reality.”

Gordon’s premium pink cake will be available in ASDA stores and online from July 25, and in Tesco from September 6.