The launch of the special edition will be supported by an integrated marketing campaign including print advertising, digital, social media and point-of-sale materials in the on-trade and off-trade.
A TV ad campaign for Pimm’s will start in May to raise brand awareness and support the launch. It will be promoted alongside the core gin-based Pimm’s No 1.
Pimm’s Blackberry and Elderflower is a blend of Pimm’s No 6 Vodka Cup with two “quintessentially British flavours”. It has been created to drive incremental sales throughout the summer period and beyond.
It will be available in 70cl and one-litre formats across all channels from the end of April. In addition, a premix format will be available to the off-trade.
Sarah Gilligan, Pimm’s brand manager at Diageo, said: “Pimm’s is the perfect sharing drink and is considered an integral part of the Great British summertime, which explains why it makes up 20 per cent of the speciality drinks category.
“In a summer lacking in big national events, our delicious new 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, Diageo commissioned British designer Oliver McAinsh to design an illustration for the label, inspired by a British summer hedgerow.
The recommended serve is to pour 50ml of Pimm’s Blackberry & Elderflower into a tall 12oz glass filled with ice and top up with lemonade. Garnish with fresh blackberries or a wedge of lime.