The Flava People Reveal Two New Guinness-Flavored Products

The Flava People has teamed up with Diageo again to launch a new range of Guinness sauces – Guinness Smoky Tomato Ketchup and a Smoky BBQ sauce. Both are available across Tesco stores now. The partnership was brokered by Diageo’s global brand licensing agency, Beanstalk.  

Part of a wider partnership with Diageo, the “Guinness Kitchen” portfolio is aimed at targeting foodies and beer lovers.  

“Guinness is a beer with a unique standing in the world of food and has long been associated with hearty home cooking and delicious flavor,” says Olivia Parkes, brand manager, “Guinness Kitchen,” The Flava People. “The new sauces are designed to expand shoppers’ relationship with Guinness and food beyond that of the traditional – providing more premium, flavorsome alternatives on household cupboard staples, perfect as we enter the summer barbecue months. 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 flavor as an ingredient.”  

The two condiments are available at more than 300 Tesco stores and are an addition to the Guinness food range that includes six other existing products.