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.