Pimm's

Pimm's is a brand of Fruit cups, but may also be considered a liqueur. It was first produced in 1823 by James Pimm and owned by Diageo since 2006. Its most popular product is Pimm's No. 1 Cup.

Contents 1 History 1.1 Contemporary advertising and use 2 Products 3 References 4 External links

[edit] History

Pimm's was first produced in 1823 by James Pimm, a farmer's son from Kent who became the owner of an oyster bar in the City of London, near the Bank of England. Pimm offered the tonic (a gin-based drink containing quinine and a secret mixture of herbs) as an aid to digestion, serving it in a small tankard known as a "No. 1 Cup", hence its subsequent name. Pimm's began large-scale production in 1851 to keep up with sales to other bars. The distillery began selling it commercially in 1859 using hawkers on bicycles. In 1865 Pimm sold the business and the right to use his name to Frederick Sawyer. In 1880 the business was acquired by future Lord Mayor of London Horatio Davies and a chain of Pimm's Oyster Houses was franchised in 1887.^[1]

Over the years Pimm's extended their range, utilizing a number of other spirits as bases for new "cups". In 1851 Pimm's No. 2 Cup and Pimm's No. 3 Cup were introduced. After World War II, Pimm's No. 4 Cup was invented, followed by Pimm's No. 5 Cup and Pimm's No.6 Cup in the 1960s. In 1946, the corks were replaced by twist-off bottle caps.^[1]

The brand fell on hard times in the 1970s and 1980s. The Oyster House chain was sold and Pimm's Cup products Nos. 2 to 5 were phased out in the 1970s due to reduced demand. In 2005, Pimm's introduced Pimm's Winter Cup, which consists of Pimms No. 3 Cup (the brandy-based variant) infused with spices and orange peel. In 2006 the Pimm's Company brand was bought by Diageo.^[1]

[edit] Contemporary advertising and use

The brand experienced a revival following a 2003 advertising campaign featuring a humorous classic upper-class Hooray Henry called Harry Fitzgibbon-Sims^[2] (portrayed by Alexander Armstrong) with the catchphrase It's Pimm's o'clock!^[3], somewhat mocking their own traditional advertising and appeal. Diageo's 2010 campaign features a more diverse range of characters representing different elements of the Pimm's cocktail (Pimm's No.1 being an Englishman in red and white blazer, lemonade being three young white women in yellow, ice represented by a mature black man), coming together to the theme tune of classic 1970s British television show The New Avengers.^[4]

Pimm's is most popular in Britain, particularly Southern England. It is one of the two staple drinks at Wimbledon, the Henley Royal Regatta, and the Glyndebourne opera festival, the other being Champagne. A "Pimm's Cup" is also the standard cocktail at British and American polo matches.^[1]

[edit] Products

There are six Pimm's products, all of which are Fruit cups, only Cups #1, #3 and #6 are still available at present. The essential difference among them is the base alcohol used to produce them:^[1]

• Pimm's No. 1 Cup is based on gin and can be served both on ice or in cocktails. It has a dark tea colour with a reddish tint, and tastes subtly of spice and citrus fruit. It is often taken with "English-style" (clear and carbonated) lemonade, as well as various chopped fresh ingredients, particularly apples, cucumber, oranges, lemons, strawberry, and mint. Pimm's is also mixed with champagne (or a sparkling white wine), called a "Pimm's Royal Cup". It is 25% alcohol by volume.
  • can also be purchased as a pre-mixed fortified lemonade (Pimm's & Lemonade) in 250 ml cans or 1-litre bottles, at 5.4%.
• Pimm's No. 2 Cup was based on Scotch whisky. Currently phased out.
• Pimm's No. 3 Cup is based on brandy. Phased out, but a version infused with spices and orange peel marketed as Pimm's Winter Cup is now seasonally available.
• Pimm's No. 4 Cup was based on rum. Currently phased out.
• Pimm's No. 5 Cup was based on rye whiskey. Currently phased out.
• Pimm's No. 6 Cup is based on vodka. It is still produced, but in small quantities.

[edit] References

[edit] External links

• Official Pimms Website