Diageo and Heinz to launch Guinness HP Sauce

Diageo and Heinz are teaming up to create Guinness-flavoured HP Sauce for St Patrick’s Day in the UK.

According to Heinz, the sauce will blend the “signature flavours” of Guinness and HP Sauce “to create a distinct and unique sauce that will highlight the quality and strength of both brands”.

The launch is being supported by a digital PR campaign and will be promoted in-store in both the sauce and beer aisles with sampling around St Patrick’s Day.

According to a report in the UK’s Marketing Week, selected rugby grounds will also be able to enjoy the delights of HP Guinness this month and next to encourage trial and raise awareness among target male consumers in their 20s and 30s, existing HP consumers and women who enjoy cooking from scratch.

Previous joint-forays into this area have included Guinness casserole soup…..