Queen’s 90th Birthday

Pimm’s puts out 12,000 activation kits for Queen’s birthday

By Nicholas Robinson contact

- Last updated on GMT

By royal appointment: Pimm's is the official Patron's Lunch partner
By royal appointment: Pimm's is the official Patron's Lunch partner

Related tags: United kingdom

Diageo-owned Pimm’s is pushing hard on the Queen’s 90th birthday to help boost sales in the on-trade by giving 12,000 outlets nationwide activation kits.

Ahead of the transformation of St James’s Park for the Queen’s birthday, Pimm’s, which is the official partner of the Patron’s Lunch on 12 June, will send out 74,000 pitchers, 80,000 stirrers and 75,000 metres of bunting to help publicans capitalise on the weekend-long birthday celebrations.

Diageo has also developed themed Pimm’s cocktails, including ‘The Pimm’s Palace Punch’ and the ‘Pimm’s Royale’, to put a royal twist on the fun.

Team GB in the Olympics

Senior brand manager for Pimm’s Joanna Segesser, said: “With Team GB off to compete in the Olympics, Andy Murray playing at Wimbledon and the celebrations for the Queen’s 90th birthday, it is set to be a truly great British summer.

“As a quintessentially British summertime tipple, Pimm’s offers licensees a significant opportunity to tap into this seasonal moment and drive footfall and sales.”

The brand is also encouraging publicans to organise their own fundraising events, whether a Patron’s lunch street party or a garden party, to make a bigger play of the occasion, which will see pubs able to extend their opening hours for the celebrations on June 10–11.

Diageo’s sales director

Meanwhile, Diageo sales director Ronak Mashru told the Publican’s Morning Advertiser ​last month how there was a buzz about pubs within the spirit giant’s​ business.

He said: “The thing that’s really clear is the importance Diageo is placing on the pub and the on-trade in particular.

“You feel a buzz about the on-trade now. Everyone felt the pinch of the smoking ban and the economic conditions. There’s a feeling that, if you’ve survived the past few years, then you’ve done something right and there almost seems to be a renewed energy with our customers right now.”

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