Guinness, the #1 brand of stout beer in the world, wanted to leverage its famous name and distinctive taste profile into the food category through licensing in both the US and UK.
Guinness tapped Broad Street Licensing Group (BSLG) as their exclusive licensing agency to build a food-driven licensing program across an array of categories. BSLG extended the brand into the frozen and chilled space with entrees and appetizers and into the snacks category with a line of salty snacks. The Guinness branded foods were successfully launched at retailers across the US and UK, creating authentic-tasting at-home experiences while paying homage to consumers’ love of using Guinness in their own recipes.
“Broad Street Licensing Group was the agency that negotiated the license between Guinness and Burts for a line of Guinness chips. We were very impressed with BSLG’s level of professionalism, knowledge of the food business globally, and their hard work getting both sides to understand each other’s needs and goals.”David A. NairnChairman & Managing Director, Burts Potato Chips