UK: Diageo 'toasts' Guinness bakery deal
The drinks giant has linked up with Irwin's bakery to manufacture the product at the Irish bread maker's Portadown bakery.
"We hope Guinness bread will pave the way for further development of food products for the brand," a Diageo spokesperson told just-drinks.
The bread has a 17% Guinness content, giving it a dark appearance and malty taste, but is non-alcoholic.
"We are very proud of this fantastic product and see it as a great addition to the Guinness portfolio," said David Berry, licencing director of Diageo Europe. "We have been keen for some time to harness the qualities and taste of Guinness into suitable food products for the commercial retail market."
The product has secured key listings with major retailers such as Tesco in the UK and Ireland.
"We are delighted to confirm this new partnership which links our own strong brand with undoubtedly one of the biggest and best loved in the world," said Michael Murphy, Irwin's business development controller.
In October, Guinness revealed plans to launch a Guinness Red variety into the UK on-trade, and has tested a mid-strength Guinness and two limited-edition versions under the Guinness Brewhouse Series in Ireland.
Despite growing sales in Africa and the US, volumes in the UK were down 1% for the year to 30 June 2006, while in Ireland they slumped 8%.
Diageo was unable to divulge more recent sales data today (10 January), as the company has entered a closed period ahead of its interim results announcement on 15 February.
There has rarely been dull moment in recent years for anyone concerned with Stolichnaya, with a long-running rights dispute over the brand name, a switch to bottling the brand outside Russia and the t...
Diageo North America has launched a multi-million dollar ad campaign for Smirnoff Source, its latest brand offering that combines pure spring water and alcohol....
Diageo has launched a new television campaign for Crown Royal in the US in an effort to promote responsible drinking....
Diageo has teamed up with a PGA professional golfer in a three-year sponsorship deal for Johnnie Walker Scotch whisky....
Diageo has dismissed, yet again, speculation that it is considering selling its Guinness beer brand....
Cott Corporation plans to merge two of its units in an effort to cut costs and "strengthen its relationship with retailers."...
Diageo has reaffirmed its full-year guidance in its latest trading update....
Diageo has appointed Willie MacDougal as the new manager of its Talisker single malt whisky distillery on the Isle of Skye....
- Comment - Heineken's 'No' Cuts SABMiller Options
- Irish whiskey eyes a slice of Scotch's global pie
- Guinness: A Great Day for St James's Gate
- SABMiller spurned by Heineken: The start of the en
- Wines of the Beautiful South Ups its Game
- Patron Spirits' Patron Citrónge Lime
- Wm Grant CMO to head Orangina Scweppes Int'l
- Heineken rejects SABMiller purchase proposal
- Bacardi-Martini appoints Southern Europe chief
- William Grant gives Sailor Jerry pack revamp