Pimm's Cider Cup range increases by three

14 April, 2016

Diageo has launched three new fruit cider drinks under its Pimm’s Cider Cup range.

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

Market research firm Nielsen called it the “number one selling cider innovation” 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 O’Neill, innovation commercialisation manager at Diageo, said: “The extended Pimm’s 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, Pimm’s Cider Cup is a must stock ahead of moments of national celebration including Wimbledon and The Queen’s Patron’s Lunch.

“Our 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 Pimm’s Cider Cup range provides innovation that taps into this lucrative category and we’re confident it will drive sales for retailers as we look forward to a fantastic summer ahead.”

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