Pimm’s records near sixfold increase in value

By Alice Leader contact

- Last updated on GMT

Popular Pimm’s: the summer cup classic recorded volume and value sales percentage boosts in the hundreds
Popular Pimm’s: the summer cup classic recorded volume and value sales percentage boosts in the hundreds

Related tags: Rtd category

Pimm’s No 1 has made quite the impression for its first appearance on The Morning Advertiser’s Drink List, seeing a 580.6% surge in value this year.

The classic summer beverage’s value sales reached £7.2m as 4,953 hectolitres were sold – resulting in a 387% increase in volume.

WKD Blue topped the list but saw slight dips in volume and value sales as did second-placed Smirnoff Ice Red.

VK Blue value sales rose by a creditable 14.9%, complementing its boost of 14.1% in last year’s Drinks List. Not to forget its growth in volume sales too, rising 11.1%.

VK Strawberry & Lime shook up the RTD Drinks List seeing a rise of 29.6% in volume sales and a 33.8% boost in value sales.

Brand

Volume (HL)

% +/-

Value (£m)

% +/-

WKD Blue

27,967

-2.1

32.5

-1.2

Smirnoff Ice Red

23,620

-7.1

28.2

-5.3

VK Blue

21,640

11.1

22.5

14.9

VK Orange & Passion Fruit

16,038

5.7

16.4

12.9

Hooch

14,768

9.1

11.7

10.1

VK Tropical Fruits

10,076

14.3

10.3

26.3

WKD Iron Brew

5,395

-9

6.1

-8.1

Pimm’s No 1

4,953

387

7.2

580.6

VK Strawberry & Lime

3,969

29.6

4

33.8

Great uptick

Again, holding firm in sixth place for another year, VK Tropical Fruits holds firm in sixth place for another year.

The variant has saw a great uptick in value sales terms, rising by 26.3% compared to its rise in last year’s list of 8.4%.

VK Orange & Passion Fruit, despite not quite hit the same increase in value sales as last year (19.7%), but still managed to lift that statistic by 12.9%.

This makes the VK brand, as a whole, the biggest selling RTD in terms of volume, accounting for 51,723 hectolitres.

Related topics: Ready to Drink

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