Pernod to release Plymouth Fruit Cup

14th February, 2018 by Nicola Carruthers

Pernod Ricard-owned gin brand Plymouth has tapped into the apéritif trend with the launch of a fruit cup expression.

Plymouth Fruit Cup is described as a "bold and refreshing fruit punch"

Plymouth Fruit Cup is described as a “bold and refreshing fruit punch”

Available this summer, Plymouth Fruit Cup is described as a “bold and refreshing fruit punch” for “differentiated drinking occasions”.

The new expression has been created to respond to consumer trends, such as its visual appeal on social media, and as an affordable but accessible brand.

Plymouth Fruit Cup is suggested served over ice in a wine glass or jug, and mixed with lemonade or ginger ale. The serve is recommended with a garnish of summer fruits, cucumber and mint.

“The explosion of gin in the UK has driven shopper awareness of a wide range of serves, which can be attributed to a willingness to experiment and discover new flavours within the gin category,” said Magin Trewhella, head of marketing at Pernod Ricard UK.

“The 30% abv gives it a fuller, deeper and bolder flavour than other fruit cups on the market and will drive sales of the premium-plus segment, by encouraging shoppers to spend a few extra pounds on something that will elevate summer occasions.

“The success of gin in the UK is being accelerated by two factors, differentiation and premiumisation, and Plymouth Fruit Cup combines both insights to deliver something deliciously appealing.”

Plymouth Fruit Cup will be available to the on- and off-trade from Summer 2018 in 6x70cl cases, with an RRP of £20 (US$27) per bottle.

The news follows the release of Pernod Ricard’s Beefeater Pink gin, which is set to launch in April.

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