Irish stout is the key

Sausage company Debbie & Andrew's has signed a deal with Diageo, owners of world famous beer brand Guiness, to produce a range of food products which use the Irish stout as a key ingredient.

The cross-category range, which will be dual-branded Debbie & Andrew's and Guiness, is a significant step change for the Yorkshire-based sausage makers who will develop products outside of their core sausage category for the very first time.  

 

Launching into retail and foodservice in Spring 2009 and coinciding with the 250th anniversary of the signing of the lease by Arthur Guinness on the famous St James's Gate Brewery, Guiness owner Diageo has chosen to tap into the food expertise of pig farmers turned food producers Debbie and Andrew Keeble, whose brand is renowned for its heritage, quality ingredients including high welfare British pork, and product innovation.

 

Andrew Keeble commented: "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.  

 

"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."

 

On-shelf the range will have high stand out with dual-branded promotional and packaging materials reflecting the distinctive Guiness black and white visual identity and appetizing food photography.

Words: Maria Bracken

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