Three new flavours launched for Pimm’s Cider Cup


pimm's cup summer fruits

Diageo GB is building on the success of its Pimm’s Cider Cup Strawberry & Cucumber with the launch of three new flavours.

Available from this month, they will be Summer Fruits, Mango & Passionfruit and Plum & Red Apple. Available in 500ml bottles at 4% ABV, they are recommended for selling at £4.50 in the on-trade.

PImm’s Cider Cup – blending British cider with touches of Pimm’s and fruitiness – was launched in June last year with Strawberry & Cucumber, quickly becoming the number-one new cider after eight weeks, according to AC Nielsen figures.

It is part of the growing packaged fruit cider segment, worth £348m to the on-trade, according to research group CGA Strategy.

Claire O’Neill, innovation commercialisation manager at Diageo, said: “The extended Pimm’s Cider Cup range is timed to perfection for licensees, who can now offer the perfect patriotic tipple to accompany the British summertime.

“Summer is a key sales moment for cider and, as a brand long associated with everything British, Pimm’s Cider Cup is a must-stock ahead of moments of national celebration including Wimbledon and The Queen’s Patron’s Lunch.

“Our insight shows us that frequent cider drinkers are more likely to experiment by trying something new. With its truly different, less sweet and more fermented taste, the newly extended Pimm’s Cider Cup range provides innovation that taps into this lucrative category and we’re confident it will drive sales for licensees as we look forward to a fantastic summer ahead.”

Fruit cider is the fastest growing segment within the cider category, experiencing double-digit growth, according to CGA.

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