Diageo launches first ever Pimm’s special edition

By Luke Nicholls

- Last updated on GMT

Related tags: Sales, Advertising

Pimm’s Blackberry and Elderflower is a blend of Pimm’s No.6 Vodka Cup with blackberry and elderflower flavours
Pimm’s Blackberry and Elderflower is a blend of Pimm’s No.6 Vodka Cup with blackberry and elderflower flavours
Drinks giant Diageo has launched a new Blackberry and Elderflower variant of its ‘traditionally British’ brand, Pimm’s, in a bid to drive sales throughout the summer period and beyond.

Product details:

The special edition Pimm’s Blackberry and Elderflower is a blend of Pimm’s No.6 Vodka Cup with the quintessentially British flavours of blackberry and elderflower.

The launch of Pimm’s® Blackberry and Elderflower aims to drive incremental category value from both new and existing Pimm’s® shoppers, who are looking to try something new.

USP:

Sarah Gilligan, Pimm’s brand manager at Diageo, said: “Pimm’s is the perfect sharing drink and is considered an integral part of the Great British summertime, which explains why it makes up 20 per cent of the speciality drinks category.

“In a summer lacking in big national events, our delicious new Blackberry and Elderflower innovation provides the perfect opportunity for retailers to maximise their spirits sales and capitalise on the summer occasion. The launch also allows retailers to tap into the potential sales opportunities of the speciality drinks category, which traditionally grows its share of the spirits category during the summer.

“To give the new bottle extra standout, we have commissioned British designer Oliver McAinsh, to design a beautiful illustration for the label, which is inspired by a British summer hedgerow.”

Recommended serve:​  Fill a tall 12oz glass with ice, pour 50ml Pimm’s® Blackberry & Elderflower and top up with lemonade. Garnish with fresh blackberries if available or a wedge of lime.

Availability:

Pimm’s Blackberry and Elderflower will be available to hospitality businesses across the UK in 70cl and 1L formats from the end of April.

Cost:

At discretion of wholesaler.

More information:

The launch of the new drink will be supported by an integrated marketing campaign, which includes a digital and print advertising campaign, point of sale in the on and off-trade, as well as targeting 250,000 Facebook fans with bespoke content.

Licensees looking to arrange a visit from a Diageo sales representative can do so by calling 0845 602 5832.

Related topics: New Products, Alcohol

Related news

Show more

Related suppliers

1 comment

We tried it

Posted by Child of the 50s,

We tried it and really didn't like it at all. We love Pimms with lemonade and/or ginger beer. This special edition version seems to knock all the fizz out of the lemonade and was far too sweet. We couldn't taste the elderflower.

Report abuse

Spotlight

Follow us

Hospitality Guides

View more

Featured Suppliers

All suppliers