Diageo launches new Pimm's flavour

27 February, 2015

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. 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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