# British Beer-Infused Pastries The Ginsters Smoky Steak & Guinness Slice is Launching Nationwide By Michael Hemsworth | Published 2021-03-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ginsters-smoky-steak-guinness-slice References: [foodbev](https://www.foodbev.com/news/ginsters-unveils-steak-slice-infused-with-guinness/) & [ginsters](https://www.ginsters.co.uk) The Ginsters [Smoky](https://www.trendhunter.com/trends/savory-gin-spirit) Steak & Guinness Slice is one of the latest products from the UK-based pastry brand that was created in collaboration with Guinness to offer a tasty new take on a classic. The pastry is made with 100% British farmed beef along with potato, onion, carrot, leek, swede black treacle, chestnut mushrooms, garlic and [real Guinness beer](https://www.trendhunter.com/trends/guinness-kebab). The product is wrapped in the brands [signature 80-layer puff pastry](https://www.trendhunter.com/trends/ginsters-pockets) and paired with a smoked salt-infused gravy. Managing Director of Ginsters Sam Mitchell spoke on the new Ginsters Smoky Steak & Guinness Slice saying, "We have come together with Guinness to contemporise a traditional recipe with our combined signature taste. Ginsters’ chefs and Guinness master brewers have created a bold new flavour which brings vibrancy into the subcategory while elevating the at-home mealtime occasion." ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 16% | Activity: 47% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Beer-infused Foods:** The trend of incorporating beer as an ingredient in food products offers opportunities for collaboration between food and alcohol brands, creating unique flavors for consumers. - **Collaborative Product Development:** The collaboration between Ginsters and Guinness for the creation of the Smoky Steak & Guinness Slice demonstrates the potential for joint product development, combining the strengths of different brands to create something new and exciting. - **Premium Convenience Foods:** Ginsters' use of high-quality, locally-sourced ingredients and Guinness beer in the creation of the Smoky Steak & Guinness Slice highlights the potential for premium, convenient food products that offer unique and sophisticated flavor profiles. ### Industries Being Reshaped - **Food and Beverage:** The Food and Beverage industry stands to benefit from the growth of the beer-infused food trend, particularly in the development of new product offerings and collaborations with alcohol brands. - **Alcohol:** The Alcohol industry can collaborate with food brands to offer a wider range of alcoholic products infused with their signature flavors, appealing to a millennial and Gen Z audience that values experiential and unique offerings. - **Convenience Foods:** The Convenience Foods industry can tap into the premium and sophisticated trend set by the Ginsters Smoky Steak & Guinness Slice, offering high-quality, locally-sourced ingredients in convenient and accessible meal options for busy consumers. ## Related on Trend Hunter - [Savory Stout Beer Pies](https://www.trendhunter.com/trends/steak-guinness-pie.md) - [Branded Bean-Infused Puff Pastries](https://www.trendhunter.com/trends/ginsters-beanz-cheese-slice.md) - [Summertime Pork Pastry Snacks](https://www.trendhunter.com/trends/ginsters-bbq-pulled-pork-slice.md) - [Specialty Savory Pastry Products](https://www.trendhunter.com/trends/savory-pastry-products.md) - [Well-Spiced Prepackaged Pastry Products](https://www.trendhunter.com/trends/ginsters-products.md) - [Plant-Based Pastry Products](https://www.trendhunter.com/trends/creamy-garlic-mushroom-slice.md) - [Stout-Flavored Pork Products](https://www.trendhunter.com/trends/finnebrogue-and-guinness.md) - [Lunch-Ready British Pastries](https://www.trendhunter.com/trends/creamy-tomato-chicken-mozzarella-slice.md) - [Savory Pocket-Style Pastries](https://www.trendhunter.com/trends/ginsters-pockets.md)