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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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