Since 2019, we’ve been working with the team at Diageo to do exactly that.

OUR RANGE

Since its establishment in 1759, Guinness has become an iconic taste, enjoyed not only as a drink but also as a key ingredient in a range of classic British dishes. Its rich, complex, and robust flavour profile pairs perfectly with UK comfort food favourites – roasts, casseroles, bangers and mash, pies, burgers, mac and cheese, and more -elevating everyday meals to something truly special. Whether it’s on the menu or on the shelf, Guinness acts as a game-changing ingredient, delivering deeper taste, richer texture, and a bold, distinctive character that transforms traditional dishes into memorable dining experiences.

Driven by this versatility, we’re committed to turning ordinary dinners into meal-time masterpieces through harnessing the Guinness flavour. Since starting our partnership with Diageo in 2019, we’ve had the pleasure of developing bespoke flavour solutions, as well as an established retail-ready range of:

• Guinness Recipe Mixes – Guinness Ale & Steak Pie, Guinness Sausage Casserole, Guinness Chilli Con Carne
• Guinness Seasoning Mixes – Guinness Smoky BBQ & Guinness Spicy Chipotle
• Guinness Table Sauces – Guinness Smoky Tomato Ketchup, Guinness Smoky BBQ sauce and Guinness Spicy Chipotle
• Gravies – Guinness Chicken & Guinness Beef Gravy
• Slow Cooked Meats – Guinness BBQ Chicken Wings, Guinness Chipotle Pulled Pork, Guinness Beef Casserole – New for 2025

Utilising our partnerships in food service has led us to begin working with pub chains, caterers and large restaurant brands, such as Stonegate and Byron Burger. We put a spotlight on Guinness to enhance menus and bring out the creativity in chefs with the power of a brand well recognised for its quality and relationship with good food.

OUR DEVELOPMENT PROCESS

Creating unique concepts, that deliver truly differentiated innovation is something we committed to for Diageo once they approached us to partner on elements of their Guinness Kitchen. Their core challenge was to bring younger, more foodie consumers to the category, for a brand that has often been perceived as more traditional – your dad’s favourite pint down at the pub or to add to a hearty pie.

Working with Guinness’s chef team and head beer sommelier, we isolated those key attributes and familiar magic, then took things up a notch to create a concentrated ‘Guinness Essence’. A ‘magic’ combination containing four active ingredients that enhance a dishes natural flavours and adds that rich, umami depth that makes Guinness such an effective ingredient.

Using our unique positioning in the heart of multiple channels, our NPD team worked to tailor the Guinness Essence to become relevant for a variety of consumers and touchpoints, from pub menus to supermarket shelves and butchers counters.