Pimm’s Blackberry and Elderflower launches

19 April, 2013
Pimm’s Blackberry and Elderflower

The new Pimm's

Diageo has launched Pimm’s 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, Pimm’s brand manager at Diageo, said: “Blackberry and Elderflower innovation provides the perfect opportunity for retailers to maximise their spirits sales and capitalise on the summer occasion.

“The 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.

“To 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.”





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Joe Bates

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It’s one of the worst PR disasters to have hit the duty free industry in the almost two decades i’ve been covering the business.

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