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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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