A “BOLD and refreshing” fruit punch has been launched by the firm behind Plymouth Gin in time for summer.
Pernod Ricard UK said the new 30% ABV Plymouth Fruit Cup is the “ideal choice for summer occasions”, offering pubs and clubs a “valuable trade-up opportunity”.
Described as “full-flavoured”, the gin-based aperitif is said to have been launched in response to “significant trends in the booming gin market”, and meets “three key factors considered by consumers when choosing a gin”: drinkers are said to be increasingly looking for ‘Instagrammable’ serves that can be shared on social media; “new drinking experiences” with different colours, garnishes and glassware; and “premium but unpretentious drinks from accessible brands that are affordable whilst remaining ‘cool’”.
Mark Harris, on-trade channel director at Pernod Ricard UK, said Plymouth Fruit Cup taps into these trends.
“Gin has exploded in the UK and this has been driven by the willingness consumers have to experiment and try different serves,” said Harris.
“The suggested fruit punch serve, made using ginger ale (see below), is incredibly simple to make and offers a differentiated drinking occasion, which consumers can trade up to in their aperitif-drinking moments.
“The 30% ABV gives it a fuller, deeper and bolder flavour than other fruit cups on the market and will drive sales of the premium-plus segment, by encouraging drinkers to spend a few extra pounds on something that will elevate summer occasions.
“The success of gin in the UK is being accelerated by two factors, differentiation and premiumisation, and Plymouth Fruit Cup combines both insights to deliver something deliciously appealing.”
• Suggested serve: serve over ice in a wine glass or jug, mixing one part Plymouth Fruit Cup to three parts lemonade or ginger ale. Garnish with plenty of summer fruits, twists of cucumber and a sprig of mint.