Pitcher battle for summer sangria

Pimm's faces competition this summer as rival pitcher options look to capture a portion of the sharing market.

Yorkshire drinks producer and importer CWF hopes its Summer Sensation sangria will be a hit this summer, while sambuca brand Antica is also being promoted as a base for pitcher serves.

Summer Sensation sangria is a ready-made drink produced using wine with added sangria flavours. The drink is easy to serve in a pitcher with ice, lemonade and sliced citrus fruits.

"With Spain still the number-one holiday destination for Brits, Spanish culture and cuisine remains hugely popular in the UK," says marketing manager Vicky Lee. "And as sangria is the number-one drink that consumers associate with Spain, it is perfect for tapping into the more light-hearted, party mood consumers get into during the summer months."

Meanwhile, distributor Hi Spirits is promoting its flavoured Antica range of sambuca as a base for pitcher serves. Suggested combinations include orange & mango with pineapple juice, Antica apple with bitter lemon, or Antica raspberry & lemonade.

The company also aims to increase the amount of PoS kits it hands out to licensees from last year's 250 to 2,000, to include pitchers, glassware, posters and bar runners.

The introduction of the two pitcher serves follows last month's launch of Grand Esprit, the suggested summer serve from Grand Marnier.

The long drink, a combination of Grand Marnier, elderflower cordial & soda, will be backed by a £500,000 campaign to promote Grand Esprit as an ideal long drink for occasions such as barbecues of alfresco eating.

Diageo plans to push Pimm's on draught this summer with the Pimm's "keggy" variant.