Last month Diageo – custodians of brands such as Johnnie Walker, Guinness and Pimm’s – announced a legion of innovations to be made to their brands, one of these being Pimm’s. Pimm’s, the brand responsible for the fruit cup liqueur by the same name, has been announced to be launching a brand new drink – a cider call Pimm’s Cider Cup. The cider market has been growing for a while now, offering a sweeter, often fruitier form of drink for the consumer to drink – allowing cider to appeal to a much wider audience than previously.
Pimm’s are now targeting the cider audience with Pimm’s Cider Cup – combining the fruity taste of their flagship drink with dry cider, resulting in a 4% ABV drink “flavoured with Pimm’s & a hint of Strawberry & Cucumber” to quote their brown 50cl bottle label. This move into the cider market is being backed by Diageo with £1.1 million worth of PR, events and other above-the-line support. A spokesman for the brand has noted that infusing the classic spirit with British cider will create the potential sales opportunity of over £14 million.
Other innovations that were announced by Diageo last month include: Gordon’s Frozen Cooler, Captain Morgan White Rum, Pineapple Vodka Ciroc as well as new Smirnoff Ice Double Black with Guarana – all of which are to be backed with the same support that Pimm’s Cider Cup will receive.
Diageo have stated that their goal within the next five years will be to boost their innovations to account for 20% of their business – currently 13% – which they will accomplish through innovation renewals such as the Pimm’s Cider Cup.
What do you think of the idea of Pimm’s producing cider? Do you think it is a great idea or are Diageo making their brand diversify into an already too crowded market?