Pimm's to launch

draught pre-mix

Diageo is to launch a draught premixed version of Pimm's and lemonade in 350 pubs this summer.

The rollout follows a test in 28 Young's and JD Wetherspoon pubs last year. The new pubs taking the draught Pimm's include a further 100 Wetherspoons. The 5.4% abv drink is dispensed from a 50-litre keg, with an individual serving of 20cl. Diageo is introducing a new Optic and a 1.5-litre bottled Pimm's for the on-trade.

It is also embarking on a search for Britain's best barbecue pub, although this will be chosen from 100 pubs nominated by the company's own reps.

All participating pubs will be equipped with A-boards and other signage to help with their entry, with the winner receiving a Pimm's-sponsored barbecue event, worth around £1,000.

Other pubs will be able to get Pimm's PoS to promote their own outdoor events this summer. Diageo is increasing the number of branded jugs by 35% to 70,000, while the presence of 1.6 million swizzle sticks represents a 30% increase on last year.

Pimm's is being supported with new TV and radio advertising during the summer as it sets out its stall to become what senior brand manager Candice Burton called "Britain's biggest brand in barbecues".

She added: "We've always been associated with barbecues but never really leveraged it, but this year we're putting it at the heart of our work on the brand."

Other activity includes a barbecue miscellany book available through a new Pimm's website, and the launch of a Pimm's hot air balloon.