Pimm’s Cider Cup has just launched and follows the launch of Pimm’s Strawberry with a Hint of Mint. Pimm’s Cider Cup sees the union of Pimm’s No.1 and British cider, blended with a hint of classic Pimm’s strawberry and cucumber flavours, best served in a pint glass over ice. It is set to compete with fruit ciders coming as it does in a pint bottle. Fruit cider is the fastest growing segment within cider, and flavour and serve innovations have been a driving factor in the incremental growth of the category overall. Diageo believe that Pimms will take cider to the next level, infusing it with the classic spirit, and opening a potential sales opportunity of over £14m across total trade. Throughout the summer there will be a £1.1m marketing support for Pimm’s.