Press Release: The World’s only Official GUINNESS® Cheddar launches in the UK and Ireland.
GUINNESS® Cheddar retails in time for St Patrick’s Day celebrations.
16th March 2018: The world’s first and only official GUINNESS Cheddar is set to officially launch in the UK and Ireland to coincide with St Patrick’s day celebrations. Infused with the distinctive taste of real GUINNESS beer, the cheddar is being produced in Somerset by Windyridge Cheese, part of a three-year deal which it secured last year. GUINNESS Cheddar is hand crafted using locally sourced cheese, which is carefully prepared, made with care and matured specifically to suit the intricate flavour combinations required to produce this bold, delicious and malty cheese.
Just like the GUINNESS team, Windyridge like to innovate and pioneer in their methods, carefully crafting and preparing each cheese so that it can be enjoyed all over the world, by everyone. For launch, the marketing team at Windyridge is to develop a number of core channels to target cheese connoisseurs and consumers who are looking for a unique flavour and one of a kind taste experience. The company is also targeting GUINNESS fans who enjoy its rich full-bodied taste, and who are passionate about good food. Managing Director of Windyridge Cheese Melvin Glynn, commented: “We are very excited that a huge brand like GUINNESS has seen what we can deliver in terms of quality and we’re really proud to work on ensuring GUINNESS Cheddar delivers on flavour, the same values and heritage that we have built our business on, it’s bold, pioneering, but most of all delicious, GUINNESS Cheddar is a unique expression of the GUINNESS brand” GUINNESS Cheddar is to be made available in different weights, all coated in a signature black wax, which perfectly seals in the flavour. Available in 2kg deli sized truckles, ideal for merchandising across deli counters, as well as 500g and 250g servings. Smaller limited waxed editions are set to be launched later in the year, perfect for the snacking sector. “The reason we have developed these formats is that we understand that shoppers are looking for convenience, added value and a format that meets the needs for different occasions.
Enjoying GUINNESS Cheddar when socialising, at a sporting event, or at home makes this an ideal shopping basket must have. It’s also an ideal gift for any occasion or to purchase at the airport, which shows just how adaptable and flexible to merchandise and sell GUINNESS Cheddar is “added Glynn. “Our marketing efforts are also focused on the wider GUINNESS brand’s family of licensees. By co-promoting and teaming up with other GUINNESS brand partners we are perfectly placed to create value in the market. Our strategy is to cross promote and collaborate, which will help to raise consumer’s awareness of the many different ways there are to experience the distinctive, rich taste of GUINNESS” added Matthew Glynn, Commercial Director at Windyridge. Declan Hassett, Senior Licensing Manager at Diageo, added “The flavour profile and product that has been developed by the team at Windyridge is superb, and a real testament to the expertise and passion that has been put into the overall production of GUINNESS Cheddar.” “It’s a beautiful pairing to a pint of GUINNESS, and I really look forward to sharing in its success as it begins its retail roll out.” Retailers interested in stocking GUINNESS Cheddar can call 0808 108 0018 for further information.
For further information about GUINNESS Cheddar or Windyridge Cheese, please contact Commercial Director Matthew Glynn on + 44(0) 1963 824411 or email Hello@GUINNESScheddar.com For media and marketing enquiries please contact Gavin White @weareshuffle on: +44(0) 7789 206649
NOTES TO EDITORS GUINNESS and Windyridge bring you this truly unique cheddar range. Father and son, Melvin and Matthew Glynn, operate the company. Melvin is a well-known and respected industry visionary that has been working in cheese production, for over 35 years with companies based in both the UK and Europe. Previously he was managing Director of Ilchester Cheese where he oversaw massive expansion and a huge increase in turnover and profit, organised a successful management buyout of the business, and the subsequent sale to TINE (the largest dairy group in Norway). He also worked as Managing Director of Burt’s Potato Chips where he grew sales by 66% in one year.
About GUINNESS Cheddar:
GUINNESS Cheddar is the world’s only official GUINNESS Cheese. Made with the finest ingredients and infused with the distinctive taste of GUINNESS. Bold, complex and magnificently malty, GUINNESS Cheddar is a unique expression of the GUINNESS heritage. Matured for now.
GUINNESS was established in 1759, when Arthur GUINNESS signed a 9,000-year lease on St. James’s Gate Brewery in Dublin. Brewed using four natural 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 countries, with 10 million glasses of GUINNESS enjoyed every day around the world.
All GUINNESS consumed in Ireland and Great Britain is brewed at St. James’s Gate, Dublin. www.GUINNESS.com About Diageo Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and GUINNESS. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).
For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com. Celebrating life, every day, everywhere.
Limited Edition Guinness® Cheddar
We’re so excited to see these finally come to life, after months of planning and designing them with our agency. They are the perfect fit to house one of our beautiful 250g truckles. These limited edition Guinness® Cheddar boxes were originally limited to a few that we sent key influencers and cheese connoisseurs up and down the country. However, the feedback was so great that we will be producing more to be made available online very soon. Keep following our Twitter feed for more information or sign up to our newsletter to be the first to know when they become available.
Guinness® Cheddar Photoshoot
We’ve been busy over the last few months, as well as testing and tasting Guinness® Cheddar with some lucky folk, we’ve also been developing all the photos and preparing recipes with the delicious flavour profile we’ve created. Over the coming months we will be adding more of our recipes to our website, if you would like to submit a recipe, or have an idea on how to cook up a supper time treat, or create something extra special for a toastie, then get in touch, we’d love to hear from you, we might even send one of our family sized truckles for helping out your way. So what are you waiting for?