Diageo launches new Pimm's flavour

27 February, 2015

Diageo is launching Pimmís Strawberry with a Hint of Mint and backing the new variant with a ďsix-figureĒ ad campaign.

It will appear in 70cl and 1-litre bottles, along with a premix can, and sit alongside the original Pimmís No.1 Cup and Pimmís 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: ďPimmís is intrinsically linked to British summertime fun Ė last year we outsold other specialty spirit brands three-fold, increasing our market share from 21% to 46% [Nielsen].

ďCustomers should further capitalise on this seasonal popularity by not only stocking classic Pimmís and Pimmís Blackberry and Elderflower, but also offering our new flavour innovation, Pimmís Strawberry with a Hint of Mint.Ē
Pimmís Strawberry with a Hint of Mint will be available from April.†

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