Pimm's Cider Cup range increases by three

14 April, 2016

Diageo has launched three new fruit cider drinks under its Pimmís Cider Cup range.

The drinks giant branched out into fruit cider in June last year with the release of Pimmís Cider Cup Strawberry & Cucumber in June.

Market research firm Nielsen called it the ďnumber one selling cider innovationĒ in the cider category last year.

Now it has launched Summer Fruits, Mango & Passionfruit and Plum & Red Apple variants as it bids to win over more drinkers.

The new drinks all carry an rrp of £2.29 per bottle.

Claire OíNeill, innovation commercialisation manager at Diageo, said: ďThe extended Pimmís Cider Cup range is timed to perfection for retailers, who can now offer customers the perfect patriotic tipple to accompany the British summertime. Summer is a key sales moment for cider and as a brand long associated with everything British, Pimmís Cider Cup is a must stock ahead of moments of national celebration including Wimbledon and The Queenís Patronís Lunch.

ďOur insight shows us that frequent cider drinkers are more likely to experiment by trying something new. With its truly different, less sweet and more fermented taste, the newly extended Pimmís Cider Cup range provides innovation that taps into this lucrative category and weíre confident it will drive sales for retailers as we look forward to a fantastic summer ahead.Ē

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