Diageo’s iconic British brand PIMM’S (25% ABV) is welcoming in the summer with a refreshed design for PIMM’S No.1 bottle, a brand-new marketing campaign ‘WE WILL SUMMER’ as well as introducing a delicious new raspberry and redcurrant aperitif which is perfectly crafted for those early evening catch ups, PIMM’S Sundowner (18% ABV). The fresh new look for the PIMM’S No.1 bottle will be available on shelves in retailers from June with PIMM’S Sundowner launching exclusively in Sainsbury’s stores and online at Amazon from 24th May. Available via wholesale and retailers from 24th May in a 70cl format, the new liquid will also be available in bars of participating venues such as Greene King Metro, Young’s, Fuller’s and Stonegate pubs.
Currently worth £21m in the off-trade[1], the PIMM’S brand started in the 1840s and has become synonymous with summer and the events which punctuate the British calendar, including Wimbledon – which it has been served at since 1971. Unchanged for over 30 years, the PIMM’S No.1 design refresh gives the bottle a modern new look and feel whilst paying homage to the original iconic look. Marketing activity this summer will see over £1m innvestment, where the brand seeks to celebrate summer with the strapline ‘We Will Summer’, hailing the ‘summer heroes’ that make summer great.
Capitalising on the growing popularity for early evening ‘Aperitivo’ moments, currently growing at 46%[2], PIMM’S Sundowner has been blended with raspberry and redcurrant flavours to create a distinctly fruity aperitif that balances the bitter redcurrant notes in a vibrant raspberry colour. Best enjoyed as a PIMM’S Sundowner Spritz, simply fill a wine glass with ice and combine 50ml each of PIMM’S Sundowner and prosecco, top up with soda, then garnish with fresh raspberries (1.5 units). Spritz serves lend themselves to early evening catch ups and summer occasions, making PIMM’S Sundowner perfectly placed to cater to these popular moments.
Adrienne Gammie, Gins, Pimm’s, Baileys and Non Alc Spirits Marketing Director, Diageo GB says: “This is an incredibly exciting time for the PIMM’S brand. Following on from nearly 200 years of success as a popular summer drinks choice, it’s great to see how we can keep the brand relevant to consumers today and continue to innovate and provide delicious new options for our consumers. The new pack design provides PIMM’S No.1 with a new look and feel whilst still epitomising the British summer that we know and love.
The early evening moment is continuously growing with 58% of consumers choosing to drink cocktails from 5-8pm[3]. PIMM’S Sundowner has been created just for this occasion and appeals to the growing popularity of Spritz serves by providing people with a new way to spritz this summer’
[1] Nielsen Scantrack, we 28.11.20
[2] GPS Liqs& Specs Off trade MAT Dec 2020
[3] CGA Mixed Drinks Q3 2020
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