Pimmís Blackberry and Elderflower launches

19 April, 2013
Pimmís Blackberry and Elderflower

The new Pimm's

Diageo has launched Pimmís Blackberry and Elderflower in the UK in time for the summer.

It is the first special edition of the brand. It will be available in 70cl and 1 litre formats across all channels from the end of April.

According to Diageo the launch will be supported by a marketing which includes a digital and print advertising campaign, point of sale in the on and off Trade, as well as targeting 250,000 Facebook fans.

A premix format will be available to the off-trade, which contains a mix of the new variant with lemonade.

Sarah Gilligan, Pimmís brand manager at Diageo, said: ďBlackberry and Elderflower innovation provides the perfect opportunity for retailers to maximise their spirits sales and capitalise on the summer occasion.

ďThe launch also allows retailers to tap into the potential sales opportunities of the speciality drinks category, which traditionally grows its share of the spirits category during the summer.

ďTo give the new bottle extra standout, we have commissioned British designer Oliver McAinsh, to design a beautiful illustration for the label, which is inspired by a British summer hedgerow.Ē





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. Iím standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what weíre being told is a ship exploding as it sails towards a lighthouse. I think.

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