Constellation targets Pimm’s with Stone’s Wine extension

Constellation Brands is planning to launch a brand extension for its venerable Stone’s Ginger Wine in an attempt to take on Pimm’s in the summer long mixed drinks sector.

Stone’s Summer Cup is in development, although a Constellation spokeswoman was unable to provide any further details.

The move is understood to be retaliation for Diageo’s relaunch last September of Pimm’s No. 3 Cup, a brandy-based version of Pimm’s, as Pimm’s Winter, designed to be drunk warm in cold weather. Stone’s Ginger Wine is usually drunk warm in the winter either on its own or mixed with whisky as a Whisky Mac.

The original Pimm’s No. 1, which uses gin as the base, was launched in the 1840s, but later the range was extended to include No. 2 Cup which used Scotch, No. 3 with brandy, No. 4 with rum, No. 5 with rye and No. 6 with vodka. Until last year, only No.1 Cup and No. 6 Cup were available.

This is the second time Constellation has tried to extend the Stone’s brand into different seasons. In September 2004, it launched a relationship marketing drive complete with recipe book trying to encourage consumers to drink it in all seasons.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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