Diageo has announced the reintroduction of Pimm’s No.6 Vodka Cup, which will be available in late May to on- and off-trade customers via Justerini & Brooks.
Originally launched in 1964, Pimm’s Vodka Cup was the sixth variety of Pimm’s to hit shelves across the UK. Known as the ‘Vodka Cup’, Diageo took the decision to reinstate the variant in response to a consumer-led campaign that flooded the Pimm’s team with emails, social media posts and letters calling for the spirit drink to be reinstated.
Joanna Segesser, Senior Brand Manager at Pimm’s said, “We have been overwhelmed by the outpouring of support for Pimm’s No.6 Vodka Cup and we are delighted to have been able to listen to the British public’s request to bring back the product in time for summer. We want to thank everyone who campaigned for Vodka Cup’s return.”
Chadwick Delaney, Managing Director of Wine and Spirits merchant Justerini & Brooks, said: “We are used to our customers clamouring for allocations of Burgundy and Bordeaux, but it came to something last year when the cries went up as stocks of Pimm’s No.6 Vodka Cup dwindled to the last few cases. They certainly made their voices heard, and we are thrilled to announce both its revival and our appointment as exclusive UK distributors to the on- and off-trade.”