The Flava People debut two new Guinness-flavoured sauces

The Flava People have teamed up with Diageo once again to launch a new range of Guinness sauces – Guinness Smoky Tomato Ketchup and Smoky BBQ Sauce, both available at Tesco stores now. The partnership was brokered by Diageo’s global brand licensing agency, Beanstalk.

Dubbed ‘the beer of taste’ and loved by chefs across the world, Guinness adds a recognisable malty, smoky flavour to everyday cupboard essentials.

Part of a wider partnership with Diageo, the ‘Guinness Kitchen’ portfolio is aimed at targeting foodies and beer lovers. The range targets consumers who enjoy experimenting with home cooking but rely on easy-to-use base ingredients and ready-made add-ons to create intense, delicious meals.

Olivia Parkes, Brand Manager for ‘Guinness Kitchen’ at The Flava People, says: “Guinness is a beer with a unique standing in the world of food and has long been associated with hearty home cooking and delicious flavour. The new sauces are designed to expand shoppers’ relationship with Guinness and food beyond that of the traditional – providing more premium, flavoursome alternatives to household cupboard staples, perfect as we enter the summer BBQ months.

“We’re now building the range with products suited to entry level through to accomplished cook, meaning we can capture consumers and introduce them to the concept of Guinness with food through the comfort food they traditionally associate with the brand, like pies and gravy, before transitioning them to more experimental formats and cooking with the Guinness flavour as an ingredient.”

Guinness Smoky BBQ sauce and Guinness Smoky Tomato Ketchup are a twist on Britain’s much loved classic table sauces. Packed full of flavour, they promise to add a little oomph to the well-loved burger and bacon butty. The two condiments are available at over 300 Tesco stores and are an addition to the Guinness food range that includes six other existing products.

Beanstalk Latin America whips up sweet deals for Diageo

Beanstalk Latin America is enjoying success with its first client, Diageo, and the development of the licensing programme for the world-famous Original Irish Cream liqueur brand, Baileys.

The brand has been extended across food and beverage categories throughout the region, with a robust strategy for further development of the Baileys licensing programme in LATAM. Over the past year, the brand has established a strong foundation of licensed products that is helping drive transformation for the brand in the region, repositioning Baileys from being your mother’s holiday drink to the indulgent adult treat to be enjoyed year-round.

Deals include:


  • Confectionery: Baileys’ first and longest licensee in Latin America, Turin, has been in the market for nearly 15 years and continues to deliver impressive results. Turin offers premium Baileys filled chocolates at major retailers, travel retail and its own stores.
  • Gifting: One of Baileys’ newest partners, Marco Polo, will launch confectionery snacks and cocktail gift sets in August 2022.
  • Frozen desserts: A natural extension for Baileys in the world of treating, Iced Baileys ice cream by Helados Nestle launched in 2019 and is innovating with a novelty Iced Baileys Cookie concept – a chocolate-covered cookie sandwich filled with Baileys ice cream.
  • DIY cocktails: This revolutionary concept by Autentico Corajillo offers the perfect ready-to-shake Baileys Carajillo cocktail in a reusable, biodegradable shaker.
  • Baked goods: El Globo, Grupo Bimbo’s bakery chain, offers premium cakes for any moment of celebration. Rich’s, a bakery supply company, has developed a line of in-store Baileys bakery products that are available at Walmart and major chains around the country. Additionally, Walmart Mexico offers a variety of Baileys-flavoured cakes and desserts. Intercandy is developing a delicious individual cake imported from Italy, a soft sponge cake with a Baileys flavored filling that will launch at the end of 2022.
  • Licensing-In: In a first for the brand, Baileys licensed-in the Churreria El Moro brand, a churro store established in Mexico City in 1935, to develop a churro-flavored Baileys liqueur available exclusively in Mexico.


  • Glassware: Offering fine glassware for the Tanqueray, Guinness, Johnnie Walker, Smirnoff and Gordon’s brands, Globimport creates quality products for cocktail enthusiasts. For each brand, consumers can find individual glassware or gift sets. Products have an extensive distribution and are available on e-commerce and the main chains in the Brazilian market, including Pão de Açúcar, Carrefour, Havan and others.
  • Coffee: Tres Corações, a leading coffee manufacturer in Brazil, has developed and launched the first Baileys cappuccino pods in the country, offering high quality and convenience. The pods feature a balanced recipe and flavour that match with local culture and climate, naturally aligning with Baileys’ indulgent positioning. The product can be found on e-commerce and at the top retailers in Brazil.

Colombia, Central America and Chile

  • Chocolate: In Colombia, leading chocolate brand Mont Blanc launched the first line of several Baileys chocolates varieties in February 2022.
  • Frozen desserts: For Holiday 2021, Dos Pinos, a leading dairy company in Central America based in Costa Rica, launched the first Baileys ice cream in the territory to great fanfare and with a pop-up Baileys Treat Bar celebration.
  • Baked Goods: In Chile, Quinta has developed a line of Baileys cakes for major supermarket chain Cencosud.

“The interest we have seen for the Baileys brand has been extraordinary and we look forward to introducing more indulgent, culturally relevant Baileys treats for adults across the region,” says Director of Brand Management Carolina Verdugo. “We are currently working with other Beanstalk clients to develop their brands via licensing in the region, in addition to discussing opportunities for local and global brands outside of Beanstalk’s client portfolio.”

If you are interested in discussing opportunities with Beanstalk LATAM, contact

Finsbury grows Gordon’s portfolio with new gin-flavour cupcakes

Specialist baker Finsbury Food Group continues to grow its longstanding partnership with global drinks giant Diageo, after announcing a second collaboration with the best-selling gin brand Gordon’s.

Following on from last summer’s successful launch of one of the brand’s signature distilled gins in cake form, Gordon’s Premium Pink Cake (available in ASDA RRP £12), Finsbury Food Group have added Gordon’s gin-inspired cupcakes to its growing portfolio with the drinks brand.

Available online and in-store at Tesco from 25 April, the Divine Duo Cupcakes are topped with gin flavour frosting and finished with edible decorations. With an RRP of £4, each pack contains three pink vanilla flavour sponges topped with gin flavour frosting and dried raspberry pieces, and three vanilla sponges topped with gin flavour frosting and lemon sugar sprinkles.

Emma Hamilton, Brand Manager at Finsbury Food Group, says: “After seeing consumers flock to purchase the Gordon’s Premium Pink Cake last summer, we knew that there was further appetite to combine Diageo’s much-loved portfolio of drink brands with our expertise and bring to market innovative products in new formats. By launching the Divine Duo Cupcakes, we are confident that we can replicate the success of our previous collaboration. Not just appealing to gin lovers, each cupcake comprises delicious flavour combinations to make this treat suitable for all to enjoy.

“With the strength of the Gordon’s brand and the exceptional products that Finsbury is known for, we can’t wait to see how consumers react to the newest edition in our range, when the cupcakes land in Tesco this spring.”

Declan Hassett, Senior Licensing Manager at Diageo, adds: “After the triumph of last summer’s Premium Pink cake, Diageo have continued to work with our partners at Finsbury to once again bring something new and exciting to the supermarket aisles. We are excited to see the enjoyment our new cupcakes bring to consumers this spring!”

Baileys and chocolatier Lir launch the Chocolate Bombe and other festive treats

Baileys, the Original Irish Cream liqueur, has partnered with master chocolatier Lir to deliver a line of festive chocolate treats in Ireland and the UK, in time for the holiday season. The partnership was brokered by Baileys’ brand extension licensing agency, Beanstalk.

The new range of Baileys x Lir chocolates includes two festive tins filled with Baileys Chocolate truffles. The tins are available from the Lir Chocolates website, retailing between £5-£15.

Due to hit shelves in early November is the Baileys Chocolate Bombe. Each pack contains three Chocolate Bombes filled with Baileys-flavoured milk chocolate and marshmallows ready for dunking. The Baileys Chocolate Bombe will be available in Morrisons, Asda, Matalan & B&M and online at for RRP £5.

Returning this holiday season are the Baileys signature Chocolate Collection Box and the Baileys gift-wrapped box. The box includes a range of Baileys flavoured chocolates, including gooey brownies and creamy caramel hearts, and is available at Asda for £8. The Baileys gift-wrapped box is filled with milk, dark and white truffles, including coffee, caramel, and almond flavours, and is packaged in Baileys gift-wrap. It’s available from the Lir Chocolates website, retailing at £10.

“The festive season wouldn’t be the same without the indulgence of some of your favourite chocolates. Baileys and Lir have created the perfect range of delicious adult treats to delight any Baileys lover, whether that is a friend, family member or yourself,” says Louise French, Senior Vice President, Business Development and Operations at Beanstalk.

Katie Byrne, Senior Brand Manager at Lir adds: “We’re thrilled with the reaction to our Baileys Chocolate Christmas NPD – everyone loves the mix of delicious chocolate in a fun, decorative format. This year more than ever, we’re all in need of some Christmas cheer and we’re delighted to be able to help spread a little joy during the festive season! The Lir Team, in conjunction with Beanstalk and Diageo, have worked tirelessly over the last year to bring these products to market and it’s wonderful to see them on shelf.”

Finsbury Food Group expands Diageo partnership to launch Gordon’s Pink Gin cake

The UK cake manufacturer, Finsbury Food Group is expanding on its partnership with the global drinks giant, Diageo to launch a new collaboration with the best-selling gin brand, Gordon’s.

Tapping into the ongoing success of the gin market, Finsbury has partnered with Gordon’s to launch one of the brand’s signature distilled gins in cake form, resulting in the new Gordon’s Premium Pink Cake, a pink and white sponge layered cake with raspberry jam and topped with Gordon’s Premium Pink flavoured frosting.

Having sold more than one million cases in its first two years, Gordon’s Pink Gin has tapped into a wave of consumer demand for distilled gins that now account for around 40 per cent of the total gin market by both volume and value. Lockdown saw sales in the market surge by 37 per cent in the 12 months to March 27, 2021.

Finsbury has worked in close partnership with brand owner Diageo since 2018, when it introduced the first range of adult-only cakes with Baileys. The Baileys range has listings in all major supermarkets, having since expanded to feature products such as the Chocolate Treat Blondie Bars, Salted Caramel Cupcakes, Chocolate Yule Log and two celebration cake variants in Strawberries & Cream and Chocolate Marble.

Emma Hamilton, brand manager for Finsbury Food Group, said: “We’ve worked with Diageo for many years and have seen huge success when we’ve previously married together their well-loved drinks with our expertise in crafting beautiful cakes. At Finsbury we are always looking for ways to bring innovation into the cake category, and excite the public with the launch of new products that they’ve never seen before.

“We know gin lovers will want to snap this up, but we’ve made sure that there’s enough beautiful flavours and toppings to delight those who aren’t as partial to gin too. We are thrilled to be collaborating with Gordon’s on their first cake, hopefully the first of many, and can’t wait to see people enjoying the Premium Pink cake as it lands this summer.”

Declan Hassett, senior licensing manager at Diageo, added: “At Gordon’s we work hard to challenge the industry, stay ahead of the curve and set the trends when it comes to our special Distilled Collection. We invest heavily in product innovation and following the hugely successful launch of our Premium Pink Gin in 2017, we wanted to create something really different and special for our customers. There was no better choice than partnering with Finsbury to make our cake dreams a reality.”

Gordon’s Premium Pink Cake will be available in ASDA stores and online from 25th July, and in Tesco from 6th September.

Baileys enters the snacking sector with the indulgent Baileys Chocolate Treat Blondie Bars

Baileys is stepping into the snacking category with the launch of its new Baileys Chocolate Treat Blondie Bars, courtesy of the food and beverage specialist, Finsbury Food Group. The move has been devised to tap into the fast-growing snacking sector, one that 94 per cent of consumers in the UK say they subscribe to.

Recent research from Finsbury has found that 55 per cent of UK ‘snackers’ have moved towards eating healthier at mealtime, making way for more indulgent treats. Enter the new Baileys Chocolate Treat Blondie Bar, arriving in time to meet snackers as they make yet another trip to the fridge while working from home this year.

Baileys Chocolate Treat Blondie Bars offer a blondie sponge filling, topped with traditional Baileys tasting frosting, wrapped in a layer of milk chocolate.

Jack Cook-Broussine, brand manager at Finsbury Food Group, said: “Snacking was a no-brainer for us, we’re a nation of ‘snackers’ and the at-home snacking category has seen a rise due to lockdown.

“We’ve always wanted to delve into snacking with Diageo and Baileys Chocolate Treat Blondie Bars are the perfect hybrid product to be enjoyed at home, or when the world returns to normal, on the go. We’re really excited to launch this to consumers, especially with the glowing track record of previous products in our growing Baileys range.”

Declan Hassett, senior licensing manager at Diageo, added: “We continue to work with Finsbury developing the ongoing success of the range. Snacking products are something we’ve wanted to put our Baileys stamp on for a while, we’ve been working hard to stay ahead of the curve and to deliver that delicious, indulgent, signature Baileys experience for consumers to enjoy wherever they are.

“We have already seen great success with Finsbury and our range of Baileys-infused cakes, and we have no doubt that Baileys Chocolate Treat Blondie Bars will be enjoyed all-year-round.”

Banijay, Sanrio, and Diageo make up final keynotes for Festival of Licensing Live Stage

Festival of Licensing has revealed the final three keynotes to take its Live Stage – this year sponsored by Crunchyroll – as it welcomes Banijay, Sanrio, and Diageo to the fold. The three firms will take up the European, Asian, and Americas keynotes respectively.

Banijay recently became the world’s largest international content producer and distributor, following its recent acquisition of Endemol Shine Group, Sanrio is a global lifestyle brand best known for it pop icons like Hello Kitty, and Diageo is a powerhouse behind beverage, spirit, and beer brands such as Johnnie Walker, Baileys, Guinness, Captain Morgan, and more.

The three latest additions joins a roster that already boasts the likes of Smiley, Alibaba, and Authentic Brands Group among others.

A month-long virtual celebration of the global licensing industry running from October 6 to 29th, Festival of Licensing incorporates three regional events linked to the world’s biggest markets – Europe, Asia and the Americas – and culminates with the global C-suite and executive-level virtual conference, Licensing Leadership Summit. 

The live presentations will take place as follows: 

  • Europe Keynote – Powered by Brand Licensing Europe on Thursday, 8 October, 9am BST:

The Role of Licensing in Building Global Brands
Speakers: Jane Smith, Group Director Brand Licensing and Gaming, Banijay/Endemol Shine

  • Asia Keynote – Powered by Licensing Expo China and Licensing Expo Japan on Thursday, 15thOctober, 2pm CST 

Small Gift, Big Smile: Evolving a Global Heritage Brand While Maintaining Core Values
Speaker: Linh Forse, Senior Director, Sales and Business Development, Sanrio Inc.

  • Americas Keynote – Powered by Licensing Expo on Thursday, 22ndOctober, 9am PST 

How Diageo Leverages Licensing to Fuel Growth in an Ever-changing Marketplace 

Speakers: Declan Hassett, Senior Licensing Manager, Diageo, and Shane Grogan, Senior Licensing Manager, Diageo

Banijay, Sanrio and Diageo are huge brands and home to some of the world’s most creative and successful licensing programmes, which have – unsurprisingly – captured the hearts and loyalty of their fans and consumers. We are delighted to have them join us on the Festival of Licensing Live Stage next month,” said Anna Knight, vice president of licensing, Informa Markets.  

“Crunchyroll has been the world’s best home for anime for over 10 years and is also an established licensor and distributor worldwide, so it made perfect sense for us to partner with Festival of Licensing as the Live Stage sponsor and we’re really looking forward to enjoying the programme, along with thousands of other visitors across Europe, Asia and the Americas,” added Waell Oueslati, director of acquisitions and licensing at Crunchyroll SAS (EMEA).

Meanwhile, ViacomCBS Consumer Products, which is sponsoring the Festival of Licensing Community & Wellbeing Programme, has also added fresh details to its well-being workshop content, which is available to view, download and start grooving to from Tuesday, 6 October at 7am BST.

Community & Wellbeing Programme:


Take a break from the day and invite your kids to join as your favourite Nick Jr. friends guide you through family friendly dance moves, yoga poses and stretching exercises.


Take a trip to Bikini Bottom for a SpongeBob-themed yoga class. Hosted by yoga enthusiast Adanna Paul, viewers will experience a calming yoga practice, set to tropical music and ocean sounds, providing a healthy break to stretch and relax.


Get up and move in between business sessions with fitness influencer Sydney Cummings, who will lead viewers through an MTV-themed workout. Don’t worry about skill level, there are options and modifications for everyone! 

Festival of Licensing is organised and produced by the Global Licensing Group at Informa Markets.

Visitors can register for free at

Finsbury Food Group and Diageo launch new Baileys Marbled Celebration Cake with more to come for 2021

Cake manufacturer Finsbury Food Group and Diageo are strengthening their successful partnership by introducing the Baileys Marbled Celebration Cake to its growing Baileys range. Featuring traditional Baileys-infused frosting, the cake is on sale from September in Morrisons, Asda, Sainsbury and Tesco.

Since 2018, Finsbury Food Group has been working closely with Diageo on its Baileys and Guinness brands to introduce the first range of adults-only cakes to supermarket shelves.

Successfully launching the Baileys Freakshake Cake, Baileys Chocolate Yule Log, Bailey’s Salted Caramel Cupcakes and most recently, the Wimbledon inspired Baileys Strawberries and Cream Cake, Finsbury has now created a cutting edge product that celebrates the signature flavourings of Baileys, teamed with the new, trending, marble technique.

Jack Cook-Broussine, brand manager for Finsbury Food Group, said: “As our Baileys range continues to do so well, demonstrated by the retailers’ response, we’re keen to continue working hard, creating delicious cutting-edge cakes that deliver something different to the cake fixture.

“As the autumn months approach, we want to give consumers a product that echoes current trends in the baking industry, at ease. Think, sat by the fire on a drizzly day with a piping hot cup of tea and slice of Baileys Marbled Cake. We see huge opportunities to build on the momentum of the range and continue to add more exciting SKUs in the future.”

Declan Hassett, senior licensing manager at Diageo, added: “We continue to work with Finsbury developing the ongoing success of the range. The marble effect is something we’ve wanted to put our Baileys stamp on for a while, we’ve been working hard to stay ahead of the curve and achieve the most beautiful design that still has that delicious, mouth-watering, signature Baileys taste, well loved by many.

“We have already enjoyed great success with Finsbury and our range of Baileys-infused cakes, and we have no doubt this is going to be one to be enjoyed throughout the rest of the year and beyond.”

The full range of Baileys cakes includes: Baileys Hot Chocolate Freakshake Cake, Baileys Chocolate Yule Log, Baileys Salted Caramel Cupcakes and Bailey Strawberries and Cream cake. New additions to the range are planned for 2021.

Asembl pairs Diageo’s Bundaberg Rum with Harry’s Ice Cream for frozen desserts across Australia

The Australian fashion, lifestyle, and FMCG licensing agency, Asembl has brokered a new partnership between Diageo’s Bundaberg Rum and Harry’s Ice Cream for a range of summer frozen desserts.

Bundaberg Rum Ice Cream Rum and Raisin and Bundaberg Rum Ice Cream Pineapple Coconut Rum have already proven to be a retail success, having been stocked on shelves throughout the past summer across IGA Queensland stores in Australia.

Bundaberg Rum marketing manager, Karl Roche, said: “The growth of our local licensing program into new retail categories continues to strengthen our consumer offering and Bundaberg Rum’s popularity in the market. We’re always looking for ways to innovate that stay true to our brand and this latest collaboration with Harry’s Ice Cream gave our Bundy Rum consumers a new way to enjoy the flavour of their favourite Australian rum.”

Asembl managing director, Justin Watson, added: “We are pleased to see this partnership has been a resounding success in retail across Queensland.  This latest collaboration is one of many strategic partnerships we have in our domestic licensing program for Bundaberg Rum as we concentrate on extending the brand in retail and delivering new taste sensations for fans of the iconic Australian rum brand.”

Harry & Larry’s owner, Lawrence Harris, said: “Consumers are always looking for innovative and new ice cream products and with the popularity of Bundaberg Rum, we knew that this would be the perfect frozen dessert for summer. Bundaberg Rum has successfully continued to extend their brand into other products, and we’re delighted that consumers have had the opportunity to enjoy these rum flavoured Australian dairy ice cream varieties from Harry’s Ice Cream Co.”

The range was crafted for adults who like to indulge – the Bundaberg Rum Ice Cream Rum and Raisin flavour is complex and smooth with plump raisins and the Bundaberg Rum Ice Cream Pineapple Coconut Rum serves up a delicious tropical pineapple ripple.

Diageo is a recognised global drinks producer with a portfolio of world-famous brands including Bundaberg Rum, Johnnie Walker, Smirnoff, Captain Morgan, Lagavulin, Talisker, and The Singleton whiskies.

Its products are currently sold in more than 180 countries around the world.

Beanstalk appoints Maurizio Distefano Licensing to grow Baileys and Guinness brands across Italy

Beanstalk has appointed Maurizio Distefano Licensing to expand its slew of Diageo brands, including the likes of Baileys and Guinness across Italy.

The partnership has been established, based on a shared philosophy between MDL and Beanstalk that a successful licensing programme requires a “strategic approach consistent with a brand’s unique positioning.”

MDL will be leveraging its specific knowledge of the Italian market to grow the Diageo brands on behalf of Beanstalk.

“We are thrilled to have the opportunity to work with Beanstalk and look forward to growing the licensing footprint for Baileys and Guinness in the Italian market,” said Maurizio Distefano, president of Maurizio Distefano Licensing.

Strategic brand extension through licensed products is among the most authentic and credible forms of communication, opening up further opportunities for consumers to experience the brand in fresh and attractive ways.

“In particular, Baileys and Guinness offer multiple possibilities to create products suitable for the Italian market in categories such as food & beverage, apparel, and gift & novelties.”