Diageo unveils new Pimm’s Blackberry & Elderflower

Diageo has announced its first ever Pimm’s special edition – Pimm’s Blackberry and Elderflower – which will launch in the UK this summer.

A blend of Pimm’s No. 6 Vodka Cup with blackberry and elderflower flavours, Pimm’s Blackberry and Elderflower will be released in 700ml and one-litre formats in the UK on- and off-trade from the end of April.

In addition, an RTD format is being rolled out exclusively for the on-trade.

“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, said Sarah Gilligan, Pimm’s brand manager at Diageo. “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.”

Diageo commissioned British designer Oliver McAinsh to design an English garden-style illustration for the label for shelf stand out.

The launch is being supported by an integrated marketing campaign with TV advertising from May accompanied by digital, print and social media campaigns.

Diageo recommends serving Pimm’s Blackberry and Elderflower with lemonade and ice, with a garnish of fresh blackberries or a wedge of lime.