Guinness Launches Cake and Pie: How the Brand is Expanding Beyond Alcohol.

Guinness Expands Its Food Range

According to The Sun: GUINNESS has ventured beyond the alcoholic segment by introducing new food products, including cakes and pies.

This move comes amid the growing popularity of products under the Guinness brand, which is owned by Diageo.

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Among the new offerings are the Guinness Gift Cake and the Slow-Cooked Steak & Guinness pie, created in partnership with Finsbury Food Group and Higgidy respectively.

According to the

“licensing manager at Diageo, Declan Hassett, the new products aim to enhance the 'visibility' of the Guinness brand beyond the alcohol department.

He noted that

“the primary department of beer, wine, and spirits is one of the least visited in retail outlets.”

The Slow-Cooked Steak & Guinness pie (recommended retail price: £3.75/200g) contains Red Tractor standard beef in Guinness, onions, and herbs, wrapped in a flaky butter pastry, with a rosemary-sprinkled top.

This product is already available at Tesco and Sainsbury’s this month, as well as online at Ocado.

Meanwhile, the Guinness Gift Cake (recommended retail price: £6/218g) is a chocolate cake with a caramel filling and cocoa sprinkle, designed to showcase the

“chocolate and coffee notes,”

according to Hassett.

The cake is already available in Tesco and Asda stores.

It is worth noting that Guinness first entered the food world over 15 years ago with the Guinness Marmite product.

The demand for Guinness products has

“provided additional momentum”

for new collaborations.

“The success of Guinness has made the partnership process easier,”

added Hassett.

He expressed hope that future products under the brand could

“expand beyond”

the traditional range, as

“Guinness is an international beer that pairs perfectly with a variety of dishes.”

Future Prospects

According to this year's report on the largest alcohol brands in the UK, Guinness has a value of £240.4 million, which indicates a 155 percent increase over the last decade.

The new Guinness microbrewery is set to open in Covent Garden by Christmas, next to the famous Stanford’s bookshop.

These plans were announced in 2022, but during that time the demand for Guinness has significantly increased, and some London pubs have even had to issue cards for limited supplies of the drink.

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Officially named

“The Open Gate Brewery,”

this brewery covers 50,000 square feet and is set to cost £73 million.Guinness has decided to expand its business by offering new food products that will surprise many brand enthusiasts. With collaborations with well-known food manufacturers, the company aims to raise its recognition beyond its alcoholic range. With new products such as a cake and a pie, it hopes to attract even more consumers and strengthen its market position.