Pimm's - the quintessential summer drink

Pimm's is aiming to make the most of the summer with a new ad campaign

So-called scientific research has shown that in addition to turning everyone red, the sun makes hair grow quicker, loosens earwax and, more importantly as far as publicans are concerned, encourages consumers to part with their hard-earned cash.

In order to take advantage of this narrow window of generosity, licensees need to think beyond the refreshing qualities of lager and spritzers if they want to successfully ride any potential heatwave.

When the sun puts his hat on and comes out to play, you can bet your bottom dollar that a jug of Pimm's No 1 and lemonade won't be far behind - especially if there are some posh people about!

The period between June and August accounts for more than 50 per cent of Pimm's sales and as well as claiming a position as the quintessential summer drink, it is a firm favourite among the upper echelons of British society who have been quaffing it in jug-loads at Henley, Wimbledon and Ascot for generations.

And there lies the problem. For while Pimm's association with long, hot summer days and members of the upper classes has served it well over the years, the scarcity in recent times of the former and the image problem associated with the latter has seen sales slump for the first time in more than a decade.

Although the decline can be largely attributed to a poor summer, United Distillers and Vintners (UDV) is keen to move the brand away from its image as the "toff's tipple" and has launched a £1m advertising campaign aimed at a younger generation who are more likely to be sunning themselves at Glastonbury than Glyndebourne.

The new advertising campaign, which uses the strapline "Happy Together", is the first time Pimm's has hit our TV screens for more than five years and shows a group of youngsters dressed in 70s kitsch cavorting in the sunshine. According to brand director Nina Davidson, the adverts are designed to promote the sociability of the summer tipple.

She said: "It's more of a re-appraisal of the brand than a reposition. We wanted to highlight its inclusiveness and the fact that Pimm's is a sociable drink.

"Our research has revealed that consumers increasingly regard Pimm's as a drink that is best drunk in a group of people, especially in pubs. It is about moving the brand's association from a society event to a social event."

To make the most of the Pimm's peak period, Nina urged publicans to use the new point-of-sale material and suggested the use of pitchers and jugs rather than single glasses as a more profitable and sociable way to serve the drink.

While Pimm's has been included in UDV's perfect serve initiative, Nina's advice was fairly simple - "use loads of ice, loads of lemonade and lots of fresh fruit".

Pimm's has been through several incarnations since James Pimm first served it in his oyster bar in the 1820s, including at one time whisky and vodka-based versions. Vodka-based No6 is still available today, albeit in limited quantities.

Although the Classic Pimm's is still by far the most popular mix, UDV has come up with a number of alternative summer cocktails.

Pimm's summer cocktails​

• Classic Pimm's​

Ingredients:The ratio is one measure of Pimm's No 1 for every three measures of good quality lemonade.Method:Take a jug and fill two-thirds with ice.Pour over four measures of Pimm's.Top with lemonade.Finish with slices of lemon, orange and cucumber and sprigs of mint.l For a Pimm's Turbo simply add a measure of gin for every measure of Pimm's. Misty Pimm's​

Ingredients:Pimm's No 1Pineapple juice (optional)Ginger beer Method:Take a jug and fill two-thirds full of ice.Pour over four measures of Pimm's.Add four measures of pineapple juice.Stir gently.Top up with ginger beer and do not stir.Garnish with slices of orange and pineapple.Pimm's Rose​

Ingredients:Pimm's No1 Cranberry juiceLemonadeLime cordialMethod:Take a jug and fill two-thirds full of ice.Pour over four measure of Pimm's.Top up with one part cranberry juice to three parts lemonade and a dash of lime cordial.Garnish with a slice of orange.