Guinness and Farmer Companies Unveil Guinness Pretzel Piece
New Snack is a Bold Take on the Iconic Stout Flavor
NEW YORK (February 26, 2025) – Guinness is once again expanding its iconic flavor beyond the pint glass with the launch of Guinness Pretzel Pieces — savory, sourdough pretzel bites coated in the rich, unmistakable taste of Guinness stout, combined with your favorite savory seasonings. The new snack, a partnership with Farmer Companies, offers a delicious and bold way for Guinness fans to enjoy the brand's iconic flavor at any time of the day.
Available in four deliciously crave-worthy flavors—Original Pub Style, Pub Style Cheese, Caramelized Onion, and Dry Stout Barbeque—Guinness Pretzel Pieces are the perfect pairing for the perfect pint. This launch continues Guinness’s tradition of creating bold products that enhance the food and beverage experience, offering consumers the opportunity to enjoy Guinness beyond the pub.
“We’re thrilled to bring the iconic flavor of Guinness to a new snacking experience,” Declan Hassett, Senior Brand Manager at Diageo. “Farmer Companies has been an incredible partner in the past, and with their expertise, we’re excited to launch a product that continues to build on our rich history of pairing Guinness with great food.”
Farmer Companies, known for their successful innovation in the snack space, was the natural partner to bring Guinness Pretzel Pieces to life. The duo previously teamed up to launch the award-winning Guinness x Cabot Mac & Cheese, and the success of that collaboration made it clear that bringing Guinness flavor to even more food products was a winning combination.
“We’re excited to partner with Guinness once again to bring these flavorful pretzel pieces to market,” says Bill Hooker, President of Farmer Companies. “Guinness has a long history of inspiring amazing food pairings, and these pretzel bites bring that iconic flavor to new heights in a fun, on-the-go snack.”
Guinness Pretzel Pieces are not just a new snack, they’re a celebration of Guinness’s long-standing tradition of being a staple ingredient in kitchens around the world. From pubs to home kitchens, the Guinness flavor has consistently elevated meals and snacks, and these pretzel pieces are the latest evolution in that delicious legacy.
Available now at Publix, Price Chopper, and Shaws, the pretzel bites will also roll out across grocery, convenience, mass retail, drug stores, and e-commerce platforms in the coming weeks. Whether you’re enjoying a pint of Guinness at the pub or snacking at home, these pretzel pieces offer a delicious way to experience the perfect pairing anytime.
The deal was brokered by Beanstalk, Diageo’s exclusive licensing agency.
About Guinness
The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. Brewed using four main 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 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria, and Cameroon. More information can be found at Guinness.com
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan''s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
About Farmer Companies
The Farmer Companies is an innovative Consumer-Packaged Goods (CPG) company based in Burlington, Vermont, established in 2018. We specialize in partnering with iconic brands and market disruptors to enhance brand visibility and drive sustainable growth through long-term licensing agreements. Our extensive expertise in commercial, channel, and customer dynamics enables us to develop exceptional products, secure prominent shelf placements with key retailers, and unlock high growth potential for our offerings. These capabilities allow our brand partners to reach new consumers through innovative categories and product segments.
Contact Us: 60 Lake Street, Suite 2A Burlington, VT 05401 United States Website: https://www.thefarmercompanies.com/