West Cornwall Pasty Co. has announced it is marking the rugby season with the launch of a new Steak & Guinness Pasty – the first Cornish pasty of its kind. Combining heritage and authenticity with true innovation, the crowd-pleasing new flavour is set to help the UK’s convenience retailers capitalise on increased demand during a key time in the sporting calendar and beyond.
Available now, the hand-crimped pasty combines Guinness marinated steak chunks, smoked bacon and vegetables in a rich gravy, all encased in a glazed, flaky pastry. As per all West Cornwall Pasty Co. pastries, the pasty is made in Cornwall before being freshly baked in store and served hot.
Guinness, combined with West Cornwall Pasty Co.’s position as a much-loved food-to-go brand known for authenticity and flavour, is set to create excitement with customers across the country.
The new pasty has already proven popular during its soft launch at Twickenham Stadium in November 2025, where Guinness and West Cornwall Pasty Co pasties rank as the top two sellers respectively. The launch will be supported by a full 360° campaign, including digital out of home six sheets in proximity to the stadium and major UK train stations with a West Cornwall Pasty Co. site, targeted POS materials and a Sky digital advert.
Wayne Greensmith, head of customer marketing, Samworth Brothers – Food For Now, comments: “Both West Cornwall Pasty Co. and Guinness are brands steeped in tradition and known for quality and craftmanship, so bringing them together felt like an incredibly natural fit. We couldn’t be more excited to partner with one of the most talked about, distinctive beers in the UK to elevate our range and recruit new consumers to the brand.
“We’re confident this innovative, category-first collaboration will help convenience retailers boost their hot food-to-go sales, offering an option that customers will trust to deliver on taste and quality. Irish, Cornish and Moreish, it’s guaranteed to be a hit with Guinness and pasty lovers alike – don’t miss out!”
Declan Hassett, Diageo senior licensing manager, commented: “Guinness is built on heritage and quality, and we’re always looking for new ways to bring that distinctive Guinness flavour into experiences people genuinely enjoy. Partnering with West Cornwall Pasty Co. on the new Steak & Guinness Pasty brings together two trusted brands with real craft behind them, giving operators a hot food-to-go option that’s unmistakably Guinness for rugby season and beyond.”
Convenience retailers with hot cabinets or towers can stock up on the new pasty (subject to availability) and order supporting POS by contacting the Samworth Brothers – Food For Now sales team on 0116 236 1640 or email hello@foodfornow.co.uk.
