Finsbury Food Group extends links with Diageo for Gordon’s gin cake range

The UK’s Finsbury Food Group’s link with drinks business Diageo has expanded, with the cake manufacturer forging a collaboration in creating a Gordon’s gin-infused series, writes Neill Barston.

As the companies revealed, its latest series, a layered pink and white sponge with raspberry jam being made available in British ASDA supermarkets this week.

The latest line is finished with a contemporary pearlescent ombre effect, topped with Gordon’s Premium Pink flavoured frosting, edible sugar pearls and dried raspberries.

Notably, Gordon’s Pink Gin sold more than one million cases in its first two years, clearly demonstrating the consumer demand for distilled gins. Distilled gins now account for approximately 40 percent of the total gin market by both volume and value, with lockdown sales soaring by 37 percent in the 12 months to 27 March 2021.

Finsbury has worked in partnership with brand owner Diageo since 2018, when it introduced the first range of adult-only cakes with Baileys. The Baileys range has listings in all major supermarkets, having since expanded to feature products such as the Chocolate Treat Blondie Bars, Salted Caramel Cupcakes, Chocolate Yule Log and two celebration cake variants: Strawberries & Cream and Chocolate Marble.

Emma Hamilton, Brand Manager for Finsbury Food Group, said: “We’ve worked with Diageo for many years and have seen huge success when we’ve previously married together their well-loved drinks with our expertise in crafting beautiful cakes. At Finsbury we are always looking for ways to bring innovation into the cake category, and excite the public with the launch of new products that they’ve never seen before.

“We know gin lovers will want to snap this up, but we’ve made sure that there’s enough beautiful flavours and toppings to delight those who aren’t as partial to gin too! We are thrilled to be collaborating with Gordon’s on their first cake, hopefully the first of many, and can’t wait to see people enjoying the Premium Pink cake as it lands this summer.”

Declan Hassett, Senior Licensing Manager at Diageo, added that the business has worked hard to challenging the industry, and move to set trends through product investment.

He said: “We wanted to create something really different and special for our customers. There was no better choice than partnering with Finsbury to make our cake dreams a reality.”

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