A new variant is to be launched for iconic British brand Pimm’s, mixing the classic recipe with strawberry and mint.
The new Pimm’s Strawberry with a Hint of Mint is the second addition to the Pimm’s flavours range after the launch of Blackberry and Elderflower in 2013. It is a version of the gin-based Pimm’s No 1 Cup, with 20% ABV.
The new flavour, which comes in 70cl and one-litre bottles, is tapping into the increasing popularity and expansion of the flavoured spirits category, which is experiencing a 15% growth across all markets – 10% greater than non-flavoured spirits.
Due to launch in April this year, the new flavour will also be introduced in the off-trade, including a premix version in a can. The packaging design emphasises the brand’s classic “Britishness” and highlights the new fruity flavour profile.
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 threefold, increasing our market share from 21% to 46%.
“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 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 Strawberry with a Hint of Mint, with its quintessentially British branding, will be a hit with consumers this summer.”