By Allison Watkinson
TLL Reporter
Diageo North America has partnered with 3 Elizabeths to launch a licensed beef jerky product inspired by the Guinness stout brand.
First established in 1759, Guinness stout beer is crafted using high-quality hops, yeast, water and roasted & malted barley.
Guinness products are currently brewed in 49 countries worldwide and available for purchase in more than 150 countries across the globe.
Brokered by Diageo’s brand extension representative, Beanstalk Licensing, the 3 Elizabeths partnership will further extend the Guinness beer brand into the snack food products aisle.
“Partnering with Guinness is a dream come true,” said 3 Elizabeths co-founder, Elizabeth Brauser. “While marinating beef with beer in the jerky process makes for a delicious product, there is no bigger name than Guinness when it comes to making a beautifully complex and delicious beef jerky. We are honored to be partnering with such a historic and iconic brand.”
3 Elizabeths is a premium beef jerky producer and manufacturer that uses a sous-vide marinating and cooking process for its products that is designed to enhance the richness and tenderness of steak.
Owned by Sidari Artisan Brands (SAB), 3 Elizabeths’ beef jerky snacks are created using natural ingredients without any artificial flavorings or preservatives.
The Guinness-flavored beef jerky product originally debuted at Natural Products Expo West event this March and is scheduled to be available for sales and retail distribution in June 2024 to coincide with football and tail-gating season.
The product will be stocked at a broad range of traditional grocery channels, convenience stores, alcohol distributors and the Guinness brands’ official ecommerce website.
Diageo is a global company that manufactures, distributes and markets numerous alcohol and liquor brands such as Johnnie Walker, Guinness, Smirnoff, Crown Royal, Casamigos, Don Julio, Captain Morgan and Baileys Liqueur.
A member of the Omnicom Specialty Marketing Group (OSMG), Beanstalk is a licensing and brand management agency that offers a wide range of services to IP owners, manufacturers and retail companies across the globe.
These services include licensing representation, digital media expertise, cultural intelligence, brand partnerships, Web3 development, legal and financial aid, royalty auditing and more.
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