Pimm's Winter goes outdoors
Diageo has unveiled a marketing plan for its Pimm's Winter brand in the run-up to Christmas and the new year.
The marketing team at Pimm's has been looking to create an iconic serve for the winter version to compare with the brand's Pimm's pitcher jugs - seen in pubs every summer.
It has come up with the Pimm's winter teapot, a branded warm-serve solution for pubs, containing Pimm's Winter and warm apple juice.
It has invested £1.2m in marketing the concept and the brand owner hopes this will give licensees the opportunity to continue using their outdoor areas in the cold winter months.
Matt Campbell, Pimm's brand manager, said: "The Pimm's No1 jug has been the mainstay of our on-trade approach in the past.
"We don't see why we can't promote the outdoors in winter. We think the campaign will really add value in view of the smoking ban."
Activity kicks off this month in 1,700 outlets and retailers taking part include Young's, Slug and Lettuce, Orchid Group, Fuller's, Greene King and independent licensees.
According to Campbell, Pimm's Winter has been a major success for Diageo since its launch three years ago, with on-trade distribution doubling in the past year alone.
