Diageo launches Pimm's for winter

Diageo is looking to increase the market share of its speciality spirit Pimm's with the launch of a winter variant of the drink, backed with a campaign created by Mother.

Pimm's No.3 Cup, which will be branded "Pimm's Winter", is a brandy-based version, designed to be drunk warm mixed with apple juice. The variant, which was available exclusively in Waitrose last winter, will go on general sale in supermarkets and off-licences from this month.

The ads, which are scheduled to air later in the year, will have a winter theme. They will continue to use Harry, the nice-but-dim, upper-class brand spokesman, and his catchphrase: "Anyone for Pimm's?"

Since awarding its advertising to Mother in 2001, Pimm's No.1 has doubled its market share to 23 per cent by volume to become the leading spirit in the speciality category.

This summer, Diageo embarked on its largest marketing push to date for the brand, with a £4 million campaign from Mother that attempted to link the drink with the British barbecue.

Diageo is also planning the launch of a one-litre pre-mixed bottle of the drink, and an expansion of the draught Pimm's variant tested in 350 pubs and bars last year.