Diageo is to expand its Pimm’s range with the launch of a new line Pimm’s Strawberry with a Hint of Mint. Launching across all channels in April 2015, the new variant will be supported by a six-figure marketing spend. Pimm’s Strawberry with a Hint of Mint will available in 70cl (including price-marked pack), 1L and also in a new premix can.
Pimm’s Strawberry with a Hint of Mint is based on the classic Pimm’s No.1 Cup, with a 20% ABV. The packaging design aims to emphasise Pimm’s’ “Britishness”, while also highlighting the new fruity flavour-profile.
Joanna Segesser, marketing manager, comments, “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 [Dunnhumby 4/1/15] and driving incremental sales. This demonstrates a real appetite amongst consumers to try new and exciting flavours, so we’re confident that the new Pimm’s will be a hit with consumers this summer.”