Pimm's announces new-look bottle and new release

Pimm's is welcoming in summer 2021 with a refreshed design for its iconic Pimm's No.1 bottle.

The updated look has been launched alongside a new marketing campaign, centred around the slogan 'We Will Summer', and a new product, the raspberry and redcurrant-flavoured aperitif Pimm's Sundowner (18% ABV).

It is the first brand refresh for Pimm's - a brand which dates back to the 1840s and is currently worth £21m in the off-trade - in more than 30 years. The new bottles will give the brand a more modern look, while staying true to its traditional design.

The new-look bottles for Pimm's No.1 (25% ABV) will be available in retailers from June, while Pimm's Sundowner will be launching exclusively with Sainsbury's stores and online with Amazon from 24 May. It will also be available in bars of selected venues inlcuding Greene King Metro, Young's, Fuller's and Stonegate pubs.

Investment in marketing activity from Pimm's this summer, including the the 'We Will Summer' campaign, is set to top £1 million. Meanwhile, its new Pimm's Sundowner is designed to capitalise on the growing popularity of early evening 'aperitivo' occasions, with a recommended serve of a Pimm's Sundowner Spritz with sparkling wine and soda.

Adrienne Gammie, gins, Pimm's, Baileys and non alc spirits marketing director at Diageo GB, said: "This is an incredibly exciting time for the Pimm's brand. Following on from nearly 200 years of success as a popular summer drinks choice, it's great to see how we can keep the brand relevant to consumers today and continue to innovate and provide delicious new options for our consumers."

19 May 2021 - Bethany Whymark