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Diageo Introduces New Pimm's Half Bottle

Published:  17 March, 2009

Diageo Great Britain is to introduce a new 35cl bottle of Pimm's and will put greater emphasis on the Pimm's "keggy" as part of its "Bring Home the Spirit of Summer," campaign.

The £1.6 million campaign is to drive sales of spirits in the off-trade for the summer months when 32 per cent of their sales are made.

Pimm's has been in +15 per cent growth for the last three years, making it Diageo's second most valuable brand during summer.

Francesca Miles, assistant brand manager for Pimm's at Diageo said: "By introducing a fractional of different sized SKU, Pimm's can deliver an incremental 10% volume, with over 17 per cent margin for customers.

"We want to help convenience stores, independent retailers and cash and carries to maximise this opportunity by offering a bottle size which is exclusive to their channels.

"In addition, the average basket spend within convenience is £10.46, so the new 35cl allows consumers to choose a summer spirit option within this price bracket.

"Pimms 35cl also provides the perfect option for consumers to make a perfect serve jug of Pimm's and lemonade with ice at a price point which is right for them."

The Pimm's "keggy" is pre-mixed 'perfect serve' Pimm's and lemonade on draught, went on trial in 47 outlets for summer 2008.

Diageo claim that during that time the sales of Pimm's more than doubled within those outlets.

Russell Jones, director of category marketing at Diageo GB said: "Summer is a hugely important season for the spirits category in the off-trade and we want to help retailers maximise sales by providing a campaign specifically to drive purchase and encourage consumers to create and try long mixed spirits drinks at home.

"Research has shown that supporting retailers with promotional activity is hugely important, as nearly 450,000 consumers who bought spirits during the summer 2008 promotional activity were new to the category.

"'Bring Home the Spirit of Summer,' will drive awareness inspiration and education around great tasting summer spirit serves, as well as providing strong visibility in-store.

"Total off trade spirits are now worth over £3bn, so now is an ideal time for retailers to embrace the summer opportunity to help drive sales further."

The Pimm's 35cl will be launched within cash and carry and convenience stores from April.