Pimm’s taps into apéritif trend with new variant

by Alice Brooker

Diageo-owned Pimm’s is set to launch a new apéritif and has given its No.1 bottle a label redesign.

Pimm's is introducing a new product to its portfolio this spring – a raspberry and redcurrant apéritif called Pimm’s Sundowner. With a balance of ‘bitter redcurrant notes in a vibrant raspberry colour', the 18% ABV bottling is recommended to be enjoyed as a Spritz with Prosecco and soda. The 'fruity' apéritif will be available exclusively in Sainsbury’s stores and on Amazon from 24 May, priced at RRP £15 (US$21).  Sundowner arrives during a busy time for the brand. Pimm's recently debuted a new marketing campaign titled 'We Will Summer' and revealed a redesign of its original No.1 Cup bottle. The revamped packaging is said to give the 25% ABV gin-based expression a ‘modern new look’ while ‘paying homage’ to the original design.  Adrienne Gammie, marketing director for gins, Pimm’s, Baileys and non-alcoholic 'spirits' at Diageo GB, said: “This is an incredibly exciting time for the Pimm’s brand. The new pack design provides Pimm’s No.1 with a new look and feel whilst still epitomising the British summer that we know and love. "It’s great to see how we can keep the brand relevant today and continue to provide delicious new options for our consumers.  “The early evening moment is continuously growing with 58% of consumers choosing to drink cocktails from 5-8pm.  “Pimm’s Sundowner appeals to the growing popularity of Spritz serves.”