Gin boom prompts relaunch of Plymouth Fruit Cup

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Pernod Ricard is to relaunch its Plymouth Fruit Cup in response to Britons’ growing love of aperitif drinks as well as the continuing boom in gin.

Due to be available in time for summer, the new product will be produced at Black Friars Distillery in Plymouth, the home of Plymouth Gin, and will have ABV of 30%.

Although the ingredients have not yet been revealed, the recipe has been changed from the Plymouth Fruit Cup launched in 2003 which contained gin, vermouth, bitters and citrus.

The new bottle will also be in line with the premium design launched for Plymouth Gin six years ago.

Described as a trade-up opportunity for the on-trade, it is recommended for serving over ice in a wine glass or jug with ginger ale, or lemonade, and garnished with plenty of summer fruits, twists of cucumber and a sprig of mint.

Mark Harris, on-trade channel director at Pernod Ricard UK, said: “Gin has exploded in the UK and this has been driven by the willingness consumers have to experiment and try different serves.

“The suggested fruit punch serve, made using ginger ale, is incredibly simple to make and offers a differentiated drinking occasion, which consumers can trade up to in their aperitif drinking moments.

“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 drinkers 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.”

Pernod Ricard UK said the new Plymouth Fruit Cup would tap into “Britain’s love affair with the aperitif and responds to significant trends in the booming gin market”.

The suggested serve would also appeal to consumers because of its visual appeal as gin drinkers are “looking for serves that can be photographed and posted on social media”.

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