Guinness Announces New Partnership with 3 Elizabeths to Launch Guinness Flavored Beef Jerky
Guinness, the iconic beer synonymous with superior taste and flavor, is announcing a partnership with 3 Elizabeths, an international award-winning beef jerky brand, to launch Guinness flavored beef jerky. Building on the unique pairing of Guinness and food, this partnership further extends the Guinness brand in the snacking aisle.
Guinness has long been committed to flavor innovation and quality that brings excitement to the food and beverage category. 3 Elizabeths will offer consumers a unique product that fills a void in the beef jerky category by prioritizing high-quality ingredients and one-of-a-kind flavors. Much like the brewing process at the heart of Guinness, 3 Elizabeths uses a revolutionary sous-vide marinating and cooking process that enhances the steak’s richness and tenderness. The 3 Elizabeths brand uses only fresh, natural ingredients without artificial flavorings making it a perfect complement to the perfect pint. Brokered by Beanstalk, Diageo’s global brand extension agency, this collaboration marks another significant step toward Guinness’s mission of offering superior-tasting products.
“Partnering with Guinness is a dream come true. 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,” said Elizabeth Brauser, co-founder of 3 Elizabeths.
Guinness beef jerky launched at Natural Products Expo West in March 2024, and will be available for sales and distribution by June 2024. Product will be available on retailers’ shelves in time for football and tailgating season at traditional grocery channels, convenience stores, alcohol and beer distributors, and Guinness’s online store.
About 3 Elizabeths and Sidari Artisan Brands:
Sidari Artisan Brands (SAB) was formed with the investing thesis of purchasing successful local and/or regional brands and providing them a platform to attain national awareness and distribution. Under our 3 Elizabeths brand, we produce award-winning beef jerky by utilizing a revolutionary sous-vide marinating process that enhances both the richness and tenderness of the steak. At 3 Elizabeths, we have no place for artificial flavorings or preservatives – only fresh, natural ingredients make it into our products. For more information, visit: https://threeelizabeths.com/ and https://sidaribrands.com/.
About Guinness
The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria, and Cameroon. More information can be found at Guinness.com
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan''s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.