Pimm's to launch 'spider'

23 March, 2015

Pimm’s is targeting the burgeoning fruit cider market with a new spirit cider – or “spider” – that blends the brand’s strawberry and cucumber flavours with British cider.

Pimm’s Cider Cup is designed to be served in a pint glass over ice and is set to launch in April.

It has 4% abv and comes in a 50cl brown glass bottle.

Brand owner Diageo will back it with £1.1 million worth of above-the-line support this summer, including PR and events.

A spokesman said: “Pimm’s will take cider to the next level, infusing it with the classic spirit, and opening a potential sales opportunity of over £14 million across the total trade.”

Pimm’s will also release a frozen pouch called Pimm’s Summer Crush, as Diageo predicted the frozen cocktail category would continue to grow and reach new consumers.

The releases were announced as part of a raft of innovations from Diageo, including Gordon’s Frozen Cooler, a blend of the gin with apple and elderflower flavours; Captain Morgan White Rum, which aims to revitalise the white rum category; a pineapple flavour for vodka brand Cîroc, and a new Smirnoff-based RTD, Smirnoff Ice Double Black with Guarana.

Each of the launches is to be backed with above-the-line support.

UK managing director Andrew Cowan said: “Today we are launching innovations on brands that have a cumulative heritage of over 650 years. We own an amazing portfolio of brands of which we are the custodians. In 2015 we will write the next chapter, all the while ensuring that we do justice and stay true to their heritage.  

“We recognise that innovation needs to be at the heart of our commercial strategy, and at Diageo we want to grow our business by getting people to drink better, rather than more. Today nearly 13% of our business comes directly from innovation. My goal is that in the next five years innovation will account for 20% of our business.”

Louise Robinson, head of GB innovation, added: “As the industry leader with a portfolio of household name alcohol brands, we have a duty to continually reinvent, refresh and excite consumers. With the new innovations we’re launching today, it will be difficult to find a barbecue, picnic, garden party, festival or wedding this summer without one of our brands there helping adults to celebrate.”

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