Diageo launches new Pimm's flavour
Diageo is launching Pimm’s Strawberry with a Hint of Mint and backing the new variant with a “six-figure” ad campaign.
It will appear in 70cl and 1-litre bottles, along with a premix can, and sit alongside the original Pimm’s No.1 Cup and Pimm’s Blackberry and Elderflower.
Diageo said it will allow retailers to capitalise on the upcoming barbecue season and provide incremental sales to the spirits category.
Marketing manager Joanna Segesser said: “Pimm’s is intrinsically linked to British summertime fun – last year we outsold other specialty spirit brands three-fold, increasing our market share from 21% to 46% [Nielsen].
“Customers should further capitalise on this seasonal popularity by not only stocking classic Pimm’s and Pimm’s Blackberry and Elderflower, but also offering our new flavour innovation, Pimm’s Strawberry with a Hint of Mint.”
Pimm’s Strawberry with a Hint of Mint will be available from April.