Diageo has expanded its Pimm’s Cider Cup range with the introduction of three new flavours.
Launched this month, the new variants – Summer Fruits, Mango & Passionfruit and Plum & Red Apple – follow the introduction of the Strawberry & Cucumber Cider Cup in June of last year.
Diageo claims the packaged fruit cider category is now worth £348 million in the UK on-trade.
“Our insight shows us that frequent cider drinkers are more likely to experiment by trying something new,” said Claire O’Neill, innovation commercialisation manager at Diageo.
“With its truly different, less sweet and more fermented taste, the newly extended Pimm’s Cider Cup range provides innovation that taps into this lucrative category and we’re confident it will drive sales for licensees as we look forward to a fantastic summer ahead.”
Diageo recommends an on-trade sale price of £4.50 per bottle for the new flavours.
Meanwhile, the company is also distributing regal-themed Pimm’s point of sale kits to outlets across the UK to mark the Queen’s 90th birthday.
Kits will be distributed to 12,000 on-trade outlets and include Pimm’s-branded pitchers, pitcher stirrers and bunting for the celebration on June 12.
Pimm’s brand manager, Joanna Segesser, said this year should be “a truly great British summer”.
“As a quintessentially British summertime tipple, Pimm’s offers licensees a significant opportunity to tap into this seasonal moment and drive footfall and sales,” she said.
The company is also promoting several royal-inspired serves for Pimm’s over the summer months, including the Pimm’s Royale – which combines Pimm’s with prosecco – and the Pimm’s Palace Punch – which includes lemon juice, orange juice and apple juice.
Diageo is also encouraging licensees to host their own royal-inspired events over the summer and share the details on the Pimm’s Facebook page.