Pimm’s Leans Into Apéritif Trend With New Variant

Pimms Sundowner

Good news for fans of one of our favourite summer drinks – Diageo-owned Pimm’s has announced the launch of a new apéritif and has given its No.1 bottle a label redesign.

Called ‘Pimm’s Sundowner’ the new drink is an exciting addition to the portfolio; an aperitif which promises to bring raspberry and redcurrant. 

The 18% ABV bottling is suggested to be served as a Spritz with soda and Prosecco – really celebrating the balance of ‘bitter redcurrant notes in a vibrant raspberry colour’.

Available exclusively on Amazon and in Sainsbury’s store from 24 May the ‘fruity’ apéritif will be, priced at RRP £15 (US$21) and ready to help kick off the English summer – if it decides to show. 

Sundowner arrives during a busy time for the brand. Pimm’s recently debuted a new marketing campaign titled ‘We Will Summer’ and revealed a redesign of its original No.1 Cup bottle. The revamped packaging is said to give the 25% ABV gin-based expression a ‘modern new look’ while ‘paying homage’ to the original design. 

Adrienne Gammie, marketing director for gins, Pimm’s, Baileys and non-alcoholic ‘spirits’ at Diageo GB, said: “This is an incredibly exciting time for the Pimm’s brand. The new pack design provides Pimm’s No.1 with a new look and feel whilst still epitomising the British summer that we know and love.

“It’s great to see how we can keep the brand relevant today and continue to provide delicious new options for our consumers. 

“The early evening moment is continuously growing with 58% of consumers choosing to drink cocktails from 5-8pm. 

“Pimm’s Sundowner appeals to the growing popularity of Spritz serves.”

The apéritif market has been soaring recently. In February, Martini & Rossi announced the launch of Martini & Rossi Fiero in the United States, one of the Italian brand’s biggest innovations in 30 years and a new wine-based aperitivo entry to the drinks market. Designed to be enjoyed during the aperitivo hour (or hours if you’re like us), a daily moment where drinks and snacks are enjoyed in good company with friends and family before dinner, the spirit is a blend of white Wines and carefully sourced botanicals.