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Diageo readies to launch new Pimm’s flavour
By Melita KielyDiageo is set to extend its Pimm’s range with the launch of a new flavour variant, Pimm’s Strawberry with a Hint of Mint, supported by a “six-figure” marketing campaign.
Pimm’s Strawberry with a Hint of Mint will launch in the UK in AprilReadying to launch throughout the UK in April, the new edition follows the successful launch of Pimm’s Blackberry and Elderflower in 2013 as the brand aims to take advantage of the “increasing popularity and huge expansion” of the flavoured spirits category.
Associated as a summertime tipple, Diageo hopes to capitalise on the warmer season filled with barbecues and festivals and “cash in on incremental sales”.
“Pimm’s is intrinsically linked to British summertime fun – last year we outsold other speciality spirit brands three-fold, increasing our market share form 21% to 46%,” said Joanna Segesser, marketing manager for Pimm’s. “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 is based on Pimm’s No.1 Cup and has an abv of 20%.
“The launch of Pimm’s Blackberry and Elderflower in April 2013 proved very successful in driving category growth, recruiting 40% more new shoppers to the Pimm’s brand and driving incremental sales,” commented Segesser. “This demonstrates a real appetite amongst consumers to try new and exciting flavours, so we’re confident that the new Pimm’s Strawberry with a hint of Mint, with its quintessentially British branding, will be a hit with consumers this summer.”
Pimm’s Strawberry with a Hint of Mint will be available in a premix can, 700ml bottle or 1L bottle at an RRP of £2, £11.99 and £21 respectively.