Drinks giant follows strawberry and cucumber with a 2016 trio
IT’S not unusual to see flavoured cider launches and limited-edition releases in, or ahead of, summer. But drinks giant Diageo is pushing the boat out in 2016 after getting a taste for summer activity last year.
The firm says the 2015 introduction of Pimm’s Cider Cup Strawberry & Cucumber was a roaring and near immediate success.
And quoting research from Nielsen Scantrack, it says fruit cider is the fastest growing cider market segment.
So this year it has three new flavours looking for a place on retailers’ shelves as the warmer months begin – Summer Fruits, Mango & Passionfruit and Plum & Red Apple.
Innovation commercialisation manager at Diageo Claire O’Neill said the Pimm’s Cider Cup Strawberry & Cucumber variety became the top-selling cider innovation in just eight weeks, following its introduction in June last year.
Research shows the company that frequent cider drinkers are likely to experiment by trying something new and it reckons that this year’s new products will bring new flavours which will appeal to cider fans, she said.
“All varieties of Pimm’s Cider Cup unite Pimm’s No. 1 spirit, British cider and a hint of fruitiness.
“With its less sweet taste, the newly extended Pimm’s Cider Cup range provides innovation that taps into this lucrative category and we’re confident it will drive sales as we look forward to a fantastic summer ahead.”
The launch of the extended range has been timed by Diageo to coincide with highlights over the next few months.
“Summer is a key sales period for cider and as a brand long associated with everything British, Pimm’s Cider Cup is a must-stock ahead of moments of national celebration such as Wimbledon,” O’Neill said.
Pimm’s Cider Cup flavours have an RRP of £2.29 a bottle.