Pimm’s Unveils New Strawberry With A Hint Of Mint
27 Feb 2015 --- Pimm’s, the iconic British brand from Diageo, is set to expand its range with the launch of the new Pimm’s Strawberry with a Hint of Mint.
Launching across all channels in April 2015, the new innovation will be supported by a six-figure marketing spend. Pimm’s Strawberry with a Hint of Mint is available in 70cl, 1L and also in a new premix can.
The new Pimm’s Strawberry with a Hint of Mint is the second addition to the Pimm’s flavours range, first established in April 2013 with the successful launch of Pimm’s Blackberry and Elderflower. The brand’s flavoured variants tap into the increasing popularity and huge expansion of the flavoured spirits category, which is currently experiencing a 15% growth across all markets – 10% greater than non-flavoured spirits.
Pimm’s new Strawberry with a Hint of Mint variant has been developed on the back of this trend, as well as taking into account the growing consumer demand for fun, fruity seasonal flavours.
The refreshing new flavour gives retailers and licensees an extra opportunity to capitalise on the upcoming barbeque season and summer festivities, and an additional avenue to cash in on incremental sales.
Joanna Segesser, marketing manager for Pimm’s, said: “Pimm’s is intrinsically linked to British summertime fun – last year we outsold other specialty spirit brands three-fold, increasing our market share from 21% to 46%.
“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 will be available from April 2015
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