Designed for “the early evening moment”, the new 18% ABV Pimm’s Sundowner can be enjoyed with prosecco, soda and raspberries in a spritz.
According to Diageo, the new offering combines raspberry and bitter redcurrant flavours to create a ‘distinctly fruity’ apéritif.
Pimm’s Sundowner will launch in Sainsbury’s stores and on Amazon from 24 May and will also be available in select bars.
Adrienne Gammie, gins, Pimm’s, Baileys and non-alcoholic spirits marketing director, Diageo GB, said: “The early evening moment is continuously growing with 58% of consumers choosing to drink cocktails from 5-8pm.
“Pimm’s Sundowner has been created just for this occasion and appeals to the growing popularity of spritz serves by providing people with a new way to spritz this summer.”
Diageo has also unveiled a refreshed design for the Pimm’s No.1 bottle which aims to give it a modern new look and feel while still “paying homage to the original iconic look”.