New York, N.Y. — Guinness launched a limited edition cookie collection in partnership with Last Crumb bakery for the 2025 holiday season. The collaboration features six cookie flavors, with three incorporating Guinness as an ingredient. The collection is available for pre order at $120 with nationwide shipping beginning November 24.
According to Guinness’ announcement, the cookie assortment includes three varieties baked with Guinness flavoring: Pub Cookie featuring Guinness Chocolate Chip, Twist & Stout with Guinness Raspberry Cocoa Milkshake, and Not Your Nan’s made with Guinness Sticky Toffee Pudding. The remaining three flavors are Last Crumb classics designed to pair with Guinness beer: Barrel Roll banana cream, Peanut Butter Guinness Time, and Midnight Snack birthday cake.
Karissa Downer, Director at Guinness, stated in the press release:
“We’ve always believed the best part of the holidays isn’t what’s on the table but who’s around it. Partnering with Last Crumb lets us turn that idea into something everyone can share, a pint, a cookie and a holiday celebration that’s full of flavor. Together, we’ve created a new kind of holiday ritual, one that’s all about enjoying something special with your friends and family.”
Each $120 order includes six handcrafted cookies, a collectible holiday tin featuring classic Guinness advertising imagery, and two 16 ounce Guinness branded glasses. Additional restocks are scheduled for December 2 and December 16.
Product Development and Flavor Profiles
Last Crumb developed three cookie varieties incorporating Guinness Draught as a baking ingredient. The Pub Cookie combines roasted Guinness flavor with butter toffee and dark chocolate in a chocolate chip format. Twist & Stout references Irish pub tradition of adding fruit syrup to beer, translating this into a raspberry cocoa milkshake cookie with Guinness.
Not Your Nan’s cookie incorporates sticky toffee pudding flavors with Guinness Draught. Last Crumb recommends serving this variety warm with vanilla ice cream and butterscotch drizzle. The recipe uses dates and toffee alongside the beer ingredient.
The three non Guinness cookies were selected for flavor compatibility with the stout. Barrel Roll features banana cream pie flavors with white chocolate. Peanut Butter Guinness Time leverages the roasted barley notes in Guinness to complement peanut butter. Midnight Snack birthday cake cookie contrasts sweetness against Guinness’ roasted bitterness.
Derek Jaeger, Last Crumb Founder, stated in the press release:
“This is easily one of the top collabs we’ve ever worked on. Guinness has such a great flavor profile to use as a base for cookies, we immediately knew one flavor would not do the collaboration justice. We set out to create three iconic flavors, using different ingredients that pair exceptionally with Guinness. From dark chocolate, to raspberries, to dates and toffee, we wanted to create an unique experience with each cookie. Every bite can also be accentuated with a cold Guinness, and that is exactly how we recommend the cookies be enjoyed.”
Additional Holiday Activations
Guinness scheduled multiple holiday initiatives beyond the cookie collaboration. The brand operates a pop up venue called The Chilly Toucan in Las Vegas on December 5 and 6 serving miniature pints paired with cookies from the Last Crumb collection. Entry requires guests be 21 years or older.
Guinness also launched its Gives Back Fund, donating $1 for each virtual pint poured at a promotional website, up to $25,000 total. Donations support the James Beard Foundation. The brand released limited edition holiday themed eight packs featuring illustrated designs of St. James’s Gate brewery.
Guinness Open Gate Breweries in Baltimore and Chicago host seasonal events starting Black Friday. Locations offer Festive Flights featuring four holiday beers paired with baked goods, plus live music and local vendor shopping. Both breweries plan Mystery Beer releases on New Year’s Eve.
Why It Matters
Guinness’ Last Crumb collaboration demonstrates how beverage alcohol brands partner with premium food producers to create limited edition holiday products. The $120 price point positions the collection as a gift item rather than everyday consumption, targeting affluent consumers seeking unique seasonal offerings.
For food manufacturers and co packers, beer flavored baked goods require specialized ingredient handling. Guinness incorporation into cookie dough affects moisture content, flavor development, and shelf stability. Alcohol evaporates during baking, leaving flavor compounds while eliminating most ethanol content. Bakers must calibrate recipes to maintain cookie structure while preserving beer flavor characteristics.
Last Crumb’s three day production process indicates batch based manufacturing rather than continuous production lines. This approach suits limited edition collaborations but creates capacity constraints. Co manufacturers pursuing similar partnerships must balance custom formulation requirements against production efficiency.
The collectible tin packaging adds value beyond the cookies themselves. Food grade metal tin sourcing requires lead time coordination with packaging suppliers. Custom printed tins with vintage advertising imagery involve licensing negotiations and artwork preparation. These components must arrive synchronized with cookie production schedules.
For ingredient suppliers, beer flavored baking creates demand for complementary flavors. The collaboration uses toffee, raspberry, dates, banana, and peanut butter flavoring alongside Guinness. Suppliers providing concentrated fruit flavors, natural extracts, and baking chips see orders from brands developing beer paired products.
The November 24 shipping date targets pre Thanksgiving delivery. Baked goods shipping requires protective packaging preventing breakage during transit. Co manufacturers producing similar gift items must coordinate with fulfillment partners managing holiday shipping volume spikes.
Premium Bakery Collaboration Model
Last Crumb operates as a direct to consumer bakery with limited weekly product drops. This scarcity model creates demand urgency but complicates collaboration scaling. Guinness selected a premium bakery partner rather than mass market cookie manufacturers, positioning the collaboration as luxury rather than mainstream.
The partnership structure likely involves revenue sharing or licensing arrangements. Guinness provides brand equity and marketing reach while Last Crumb contributes production capability and recipe development. These collaborations require legal agreements covering intellectual property, quality standards, and exclusivity terms.
For beverage brands considering food partnerships, the Guinness Last Crumb model demonstrates targeting established specialty producers with loyal customer bases. This approach provides immediate credibility versus developing in house food production capabilities. However, limited production capacity restricts total sales volume compared to partnerships with large scale bakery operations.
FAQs
How much does the Guinness Last Crumb cookie collection cost?
The Guinness x Last Crumb Holiday Cookie Collection costs $120 and includes six handcrafted cookies, a collectible holiday tin with vintage Guinness advertising, and two 16 ounce Guinness branded glasses. Nationwide shipping begins November 24, 2025. Additional restocks are scheduled for December 2 and December 16.
Which cookies contain Guinness as an ingredient?
Three cookies contain Guinness as a baking ingredient: Pub Cookie (Guinness Chocolate Chip with toffee and dark chocolate), Twist & Stout (Guinness Raspberry Cocoa Milkshake), and Not Your Nan’s (Guinness Sticky Toffee Pudding). The other three cookies, Barrel Roll, Peanut Butter Guinness Time, and Midnight Snack, are Last Crumb classics designed to pair with Guinness beer.
Where can I buy the Guinness Last Crumb cookies?
The collection is available for pre order at lastcrumb.com/products/last-crumb-x-guinness. Pre orders are open now with shipping beginning November 24, 2025. Two additional restocks are planned for December 2 and December 16. The collaboration is limited edition and available while supplies last.
About Source86
Source86 connects food manufacturers, suppliers, and retailers with sourcing opportunities across the CPG industry. The Guinness Last Crumb collaboration exemplifies premium limited edition product development requiring coordination between beverage brands, specialty bakeries, flavor suppliers, and custom packaging manufacturers for holiday gift market positioning.
Looking to develop beer flavored baked goods, source complementary flavor extracts for alcohol infused products, or identify co manufacturing partners for limited edition gift collections? Need packaging suppliers for custom printed collectible tins or fulfillment partners managing seasonal shipping demands? Source86’s platform connects you with specialty ingredient suppliers, co packers experienced in premium baked goods, and packaging manufacturers. Contact us to explore partnerships for branded food collaborations.
