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Sales of Lidl’s own label Pimm’s alternative soar

Published:  30 May, 2017

Lidl has reported a surge in sales of its own label Pimm’s alternative boosted by the sunny weather prior to the bank holiday weekend.

The discounter said it had seen sales of Peyton’s, launched at the beginning of May, boom in the run up to the long weekend – up 160% in the week that commenced 15th May - as sun-seekers picked up the tipple.

In addition to the hot weather boost, Peyton’s benefitted from its budget £6.99 price tag – significantly below the cost of “popular alternatives” such as Pimm’s (rsp: £15) and Sainsbury’s own label Pitchers (rsp: £12), said Lidl.

“Consumers have been rushing to snap up a high quality cooler for a fraction of the price,” said Lidl’s spirits expert Tristan Stephenson, adding, with its "classy fruity flavours and notes of summery spice", the drink was perfect for barbecues and dining alfresco.

Peyton’s, pitched as best enjoyed in the 'traditional way', is available to buy at Lidl stores across England, Scotland and Wales.