Diageo is hoping to build sales of Pimm’s outside of the summer months through a new winter version of the brand.
Pimm’s Winter is a blend of the traditional No. 3 Brandy Cup with the addition of orange zest and spices, which will be test launched in Waitrose from
October to March 2005.
It comes after recent innovation of the brand, including the launch of a lemonade ready-to-drink version and a 275ml bottle.
Diageo is pushing Pimm’s Winter to be consumed as a long drink, either with ginger ale or as a more complex blend with apple and fresh berries.
The company said research had shown the potential for brand growth.
Pimm’s Winter 70cl, which has the same 25%abv as the main brand, will be on shelf in Waitrose from the second week of October with an rsp of £11.99.