The launch will be supported by an integrated marketing campaign, which includes a digital and print advertising campaign, point of sale in the on- and off-trade, as well as targeting 250,000 Facebook fans with bespoke content.
The special edition Pimm’s Blackberry & Elderflower is a blend of Pimm’s No.6 Vodka Cup with the British flavours of blackberry and elderflower.
It will be available in 70cl and 1-litre formats across all channels from the end of April. A premix format will be available to the off-trade, which contains a mix of the new variant with lemonade.
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