A Guinness® Sausage is to be created capturing the depth of flavour and essence of the famous Irish stout. Guinness® is now mixed with premium pork and other ingredients to give you the Guinness experience in a sausage that truly is ‘Made of More’.
Guinness® selected award-winning Irish sausage manufacturer Sean Loughnane’s to produce the range, and the specialty meat producers based in Galway, Ireland, will be producing the product for the UK and Ireland markets.
Experts in Guinness® worked closely with Loughnane’s to capture the essence and unique flavour profile of the world-famous stout into a sausage.
After taste tests two varieties have been selected for the launch – Guinness® and Leek and Guinness® and Borretana Onion. The leek variant won a Gold Star at the 2015 Great Taste Awards, with several more awards to follow throughout 2016.
Sean Loughnane’s Managing Director Daire Loughnane said:
“When producing this product we really wanted to focus on the taste. A great Irish pork sausage at the heart of it, we decided to go for a large meaty sausage; it’s what the customers want. We’re proud of our heritage and are delighted to be working with a world class brand that has strong Irish connections.
“Working closely with the Guinness® team, we’ve been able to take two crafts with Irish heritage and create a world class product. To date, the majority of our business has been in Ireland. But with the strength of the Guinness® brand we hope to attract UK customers through major UK retailers.
“This is great for the growth in our export business. It also opens us up to conversations with retailers about offering them other products from the range or manufacturing premium private label products.”
A Guinness® spokesperson said “We’re excited to add Guinness® Sausages to the growing range of food products using Guinness® Stout as an ingredient.
It’s great that the brand can be consumed in some many different ways.”
The marketing campaign behind the launch is Eat Guinness. This wlll include digital content on www.guinnesseats.com and a social media strategy engaging foodies in the UK and Ireland. The plan will also include a comprehensive sampling programme allowing people to taste the product.
Eat Guinness® will be hosting online social parties for bloggers by using #guinnesseats to allow them to win trips to Ireland to visit the Guinness Storehouse and much more.
The Guinness Sausage is available at Dunnes Stores, Supervalu, Tesco in Ireland. As well as Tesco, Sainsbury and Morrisons in the UK.