Diageo is extending its summer stalwart Pimm’s into the premixed sector with a series of new launches.
The gin-based spirit, which supermarkets already sell in cans mixed with lemonade, is making its debut in the RTD arena with a similar blend packaged in a 275ml bottle format. Initially aimed at pubs, the newcomer is being trialled in a handful of accounts with an rsp of £2.99.
In the off-trade, Sainsbury and Asda have also agreed listings for a one-litre bottle of ready to serve Pimm’s and lemonade. Priced at £5.49, the format is designed to take the hassle out of mixing Pimm’s at home.
Diageo said the developments were aimed at making Pimm’s more accessible over the summer which is when the brand usually pulls in the bulk
of its sales. The new product development programme coincides with a £2m marketing spend for the brand.
A new execution featuring Harry, the lead character of Pimm’s advertising since 2002, hit the small screen this week and will run until the end of August. Graham Appleyard, marketing director for Pimm’s, said: “We’ve started advertising earlier than last year, to drive awareness all summer long, from April to September. Our plans for 2004 are to make Pimm’s more accessible to drinkers.”
However, a spirits buyer at a leading multiple said: “Last year’s sales show consumers were happy to buy Pimm’s on its own to mix at home.”
Rosie Davenport
The gin-based spirit, which supermarkets already sell in cans mixed with lemonade, is making its debut in the RTD arena with a similar blend packaged in a 275ml bottle format. Initially aimed at pubs, the newcomer is being trialled in a handful of accounts with an rsp of £2.99.
In the off-trade, Sainsbury and Asda have also agreed listings for a one-litre bottle of ready to serve Pimm’s and lemonade. Priced at £5.49, the format is designed to take the hassle out of mixing Pimm’s at home.
Diageo said the developments were aimed at making Pimm’s more accessible over the summer which is when the brand usually pulls in the bulk
of its sales. The new product development programme coincides with a £2m marketing spend for the brand.
A new execution featuring Harry, the lead character of Pimm’s advertising since 2002, hit the small screen this week and will run until the end of August. Graham Appleyard, marketing director for Pimm’s, said: “We’ve started advertising earlier than last year, to drive awareness all summer long, from April to September. Our plans for 2004 are to make Pimm’s more accessible to drinkers.”
However, a spirits buyer at a leading multiple said: “Last year’s sales show consumers were happy to buy Pimm’s on its own to mix at home.”
Rosie Davenport
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