Beer brand GUINNESS has partnered with Irish home and giftware company Newbridge Silverware to develop an exclusive collection of housewares, jewellery and decorative items.
The collection, including cookware, kitchen textiles, knives and stoneware, aims to offer GUINNESS fans the opportunity to connect with the brand outside of the drinking occasion.
Described as ‘a unique and luxurious range’, the GUINNESS by Newbridge Silverware Collection represents over two years of collaborative research and design work, resulting in ‘high quality products that reflect the rich history of crafting expertise and excellence synonymous with both brands’.
Products first hit retail shelves across Ireland in early 2015. GUINNESS owner Diageo is now looking to bring the range to the UK and US markets, working with its licensing agent Beanstalk. It is also looking to further expand the brand’s footprint across a range of premium categories including food, fashion and lifestyle.
Shane Grogan, senior licensing manager at Diageo, said: “Our licensing strategy has always been centred on building brand equity for GUINNESS while offering consumers, new and old, opportunities to enjoy the brand in new channels and occasions.
“By extending our reach into relevant and creative categories which naturally build on the core GUINNESS experience, we hope to enhance consumers’ perception, understanding and acceptance of the brand.
“GUINNESS’ greatest strength is its ‘distinctivity’ – our product is very different from everything else in a bar – and we want this to be reflected in all our licensed ranges. Newbridge Silverware has proven an ideal partner for extending our brand into giftware as their extensive heritage and design-driven, premium approach perfectly aligns with core GUINNESS brand values and equities.”