Pimm’s to launch ‘winter warmer’ variant

Diageo is taking the unprecedented step of extending its summer drink brand Pimm’s with a “hot” winter variant later this year. The new drink will be called Pimm’s Winter, and like mulled wine will have to be warmed before serving.

Pimm’s Winter will include a blend of oranges and spices and will be marketed as a warm refreshing drink for the colder months. The drink will be rolled out on trial from October.

It is not clear whether Pimm’s Winter will be supported by a television campaign featuring Harry, the lead character in the summer Pimm’s ads. The character, created by Mother, was introduced two years ago. The ads carry the strap-line “Pimm’s is simple to serve”.

There has been a spate of Pimm’s brand activity this year: Pimm’s ready-to-drink bottles were launched in pubs and bars, in an attempt to make the drink more accessible to consumers. Diageo also launched a 1l ready-to-drink variant in the off-trade sector, to save the trouble of mixing the drink at home. Pimm’s already sells ready-mixed cans in the off-trade sector.

In June, Diageo began testing a ready-mixed dispenser in 60 bars across the UK. The taps were tested at various summer events including the Wimbledon tennis championships and Royal Ascot.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here