Pimms vodka cup No 6

Pimm’s No 6 Vodka Cup will return to shelves next year, brand owner Diageo has revealed.

The company said it had been inundated with calls for the fruit cup variant to return since it was delisted earlier this year. It will be available in selected retailers from next summer.

Launched in 1964, No.6 was the sixth and final variety of Pimm’s to be rolled out. It followed versions based on Scotch, brandy, rum and rye, all of which have been discontinued, as well as the flagship gin-based No.1.

“We take consumer feedback to heart, and we have been overwhelmed by the outpouring of support for Pimm’s No. 6 Vodka Cup,” said senior brand manager Joanna Segesser. “Pimm’s is an iconic British brand and we are delighted to be able to listen to the British public’s request to re-launch Vodka Cup.”

Off-trade sales of Pimm’s rose 23% to £40.7m in the year to April [Nielsen 52 w/e 26 April 2014].