Pimm’s is the ultimate British summer drink; and that’s the problem!
To drive sales during the chillier months, we connected Pimm’s with a culinary occasion: curry.
This also solved the problem for the high percentage of curry-eaters who don’t like beer. Pimm’s has the perfect balance of sweet and spice (minus the nasty tannins of wine and the overpowering strength of other spirits) – making it the ideal alcoholic drink to accompany an Indian feast.
To showcase this new combination, we opened the Pukka Pimm’s pop up on Brick Lane. The experiment surprised and delighted the media, public and trade bodies, and gave Pimm’s a new purpose and drinking occasion outside of garden parties and BBQs.