Pimm’s kits pubs out for Queen’s birthday

Diageo has distributed Pimm’s activation kits to London’s watering holes in preparation for a National Weekend of Celebration on the Queen’s 90th birthday.

The group has provided 12,000 establishments across the UK with the kits, which are made up of 74,000 pitchers, 80,000 pitcher stirrers and 75,000 metres of bunting.

The activation has been developed specifically to tie in with The Patron’s Lunch on Sunday 12 June, which will round off the weekend of celebrations.

A series of serve suggestions have also been created for the event, which include The Pimm’s Royale and The Pimm’s Palace’s Punch, to inspire bars to tap into the heightened royal interest.

Joanna Segesser, senior brand manager for Pimm’s, said: “With Team GB off to compete in the Olympics, Andy Murray playing at Wimbledon and the celebrations for the Queen’s 90^th birthday it is set to be a truly great British summer. As a quintessentially British summertime tipple, Pimm’s offers licensees a significant opportunity to tap into this seasonal moment and drive footfall and sales.

“We’re thrilled to be supporting The Patron’s Lunch in London and helping outlets up and down the country benefit the from the British occasion with our activation kits.

“The event is all about celebrating jolly good fellows across the UK, so we’re also encouraging licensees to get involved in fundraising whilst raising a glass to the Queen and to the charities and organisations of which she acts as Patron. We can’t wait to share a hip hip hooray on the day and see how everyone chooses to get involved.”

The Patron’s Lunch – pipped as the “largest ever street party” to hit The Mall in St James’s Park – recognises the Queen’s patronage of over 600 charities and organisations, and is expected to generate increased footfall to Britain’s bars and pubs.

Other brands have also unveiled plans to mark the Queen’s landmark birthday, including Sipsmith, which has launched a limited edition bottle of its London Dry Gin.