Guinness, the iconic beer synonymous with superior taste and flavor, is announcing a partnership with 3 Elizabeths, an international award-winning beef jerky brand, to launch Guinness flavored beef jerky. Building on the unique pairing of Guinness and food, this partnership further extends the Guinness brand in the snacking aisle.

Guinness has long been committed to flavor innovation and quality that brings excitement to the food and beverage category.  3 Elizabeths will offer consumers a unique product that fills a void in the beef jerky category by prioritizing high-quality ingredients and one-of-a-kind flavors.  Much like the brewing process at the heart of Guinness, 3 Elizabeths uses a revolutionary sous-vide marinating and cooking process that enhances the steak’s richness and tenderness.  The 3 Elizabeths brand uses only fresh, natural ingredients without artificial flavorings making it a perfect complement to the perfect pint. Brokered by Beanstalk, Diageo’s global brand extension agency, this collaboration marks another significant step toward Guinness’s mission of offering superior-tasting products.

“Partnering with Guinness is a dream come true.  While marinating beef with beer in the jerky process makes for a delicious product, there is no bigger name than Guinness when it comes to making a beautifully complex and delicious beef jerky.  We are honored to be partnering with such a historic and iconic brand,” said Elizabeth Brauser, co-founder of 3 Elizabeths.  

Guinness beef jerky launched at Natural Products Expo West in March 2024, and will be available for sales and distribution by June 2024.  Product will be available on retailers’ shelves in time for football and tailgating season at traditional grocery channels, convenience stores, alcohol and beer distributors, and Guinness’s online store.