Pimms on Tap a hit with Aussie consumers
More than 200 venues and events nationally are enjoying Diageo's latest innovation: PIMM's No.1 Cup on Tap.
"This is the first summer that we’ve launched Pimm’s on Tap in Australia and it’s our most exciting on-premise innovation to date," Drewe Letchford, Head of Strategy & Innovation at Diageo, said. "We’ve had great feedback from our venue partners and take-up has exceeded our initial targets. Expect to see more from Diageo in this space in the future."
Letchford explained the decision to launch Pimm's on Tap was driven by strong consumer insights.
"We’re seeing changes in the way Australians are socialising in the on‐premise space and we’ve also seen an evolution in the venues themselves with low‐tempo, daytime occasions driving trends," he said.
The iconic drink was an obvious choice to make the most of this on-premise trend.
"Pimm’s on Tap is the perfect accompaniment for occasions that are more focused on food and drink experiences and enjoying products with a lower ABV," Letchford explained.
"Given the nature of these venues, Pimm’s on Tap allows speed of service and consistent quality for consumers, with a perfect Pimm’s serve every time.
"With this being our first summer of Pimm’s on Tap, we’re conscious that we want to get this on‐premise innovation right so we’re working closely with our venue partners and supporting them with a suite of Pimm’s on Tap POS ranging from the bar essentials right through to Pimm’s Garden activations in some larger venues.
"We’re also supporting the Pimm’s brand through our on‐going partnership with Matt Preston and strategic sponsorships such as the Sydney Festival."
Letchford suggests serving a perfectly mixed PIMM’S No. 1 Cup, lemonade and dry ginger ale directly from the tap, into a jug or glass over ice and adding garnishes of strawberry, cucumber, orange and a sprig of mint.
PIMM's No.1 Cup on Tap is available in 30L kegs at 4% ABV.