Pimm’s on tap rolling out
Diageo’s RTD/RTS innovation has moved into the on-premise with the roll-out of Pimm’s on tap to more than 200 venues nationwide.
The popular summer drink is now available in 30l kegs at four per cent ABV, and offers a premixed Pimm’s, lemonade and dry ginger ale directly from the tap, which venues can pour into a jug or glass over ice with the traditional Pimm’s additions of strawberry, cucumber, orange and mint.
Following on from the recent introduction of a Tanqueray and Tonic RTD, Diageo Australia’s Head of Strategy and Innovation, Drewe Letchford, said the new offering allowed high-volume venues speed of service and consistency.
“Pimm’s on Tap is one of our most exciting innovations that’s been driven by strong consumer insights,” Letchford said. “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 added: “Pimm’s on Tap, a well‐known and loved brand, is the perfect accompaniment for these on‐premise occasions that are more focused on food and drink experiences and enjoying products with a lower ABV. 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.”