Pimm’s is set to expand its range with the launch of new Pimm’s Strawberry with a Hint of Mint. It will be available in 70cl (rrp £15, with an £11.99 PMP), one-litre (rrp £21) and a premix can (rrp £2) formats.
The new variant is the second addition to the Pimm’s flavours range, joining Blackberry and Elderflower.
Strawberry with a Hint of Mint is based on Pimm’s No.1 Cup, with a 20% abv. The packaging has been designed to “emphasise Pimm’s’ classic ‘Britishness’ while also highlighting the new fruity flavour-profile”, and aims to provide extra-stand out on shelf.
“The launch of Pimm’s Blackberry and Elderflower in April 2013 proved very successful in driving category growth, recruiting 40% more new shoppers to the Pimm’s brand and driving incremental sales,” said Joanna Segesser, Marketing Manager for Pimm’s. “We’re confident that the new Pimm’s Strawberry with a Hint of Mint, with its quintessentially British branding, will be a hit with consumers this summer.”
Strawberry with a Hint of Mint will roll out from April, supported by a six figure marketing spend.