View source for Pimm's

{{short description|English brand of gin-based fruit cup}}
{{redirect|Pimms|the camera PImMS|Pixel Imaging Mass Spectrometry camera|PiM's biscuits|Jaffa Cakes}}
{{Use dmy dates|date=July 2021}}
{{Infobox brand
| logo           = 
| name           = Pimm's
| image          = Pimm's Cup.jpg
| caption        = A modern bottle of Pimm's No. 1 Cup alongside a [[Pimm's cup]]
| type           = [[Liqueur]]
| currentowner   = [[Diageo]] (since 1997)
| origin         = England
| introduced     = 1823
| discontinued   = 
| related        = 
| markets        = 
| previousowners = [[James Pimm]], et al.
| trademarkregistrations = 
| ambassador     = 
| tagline        =
| website        = [http://www.anyoneforpimms.com/ anyoneforpimms.com]
}}

'''Pimm's''' is an English [[brand]] of gin-based [[fruit cup (cocktail)|fruit cup]] but may also be considered a [[liqueur]] or the basis of a [[sling (drink)|sling]] or [[punch (drink)|punch]]. It was first produced in 1823 by [[James Pimm]] and has been owned by [[Diageo]] since 1997. Its most popular product is '''Pimm's No. 1 Cup''',<ref>{{cite web|author=Staff |date=n.d. |title=It's Pimm's O'Clock |url=http://www.anyoneforpimms.com/past-and-present/ |publisher=Pimm's |access-date=20 June 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120630063536/http://www.anyoneforpimms.com/past-and-present/ |archive-date=30 June 2012}}</ref><ref name="VodkaPimms">{{cite web |author=Staff |title=Vodka Pimm's – The Mystery of Pimm's No. 6 Vodka Cup |url=http://summerfruitcup.wordpress.com/2011/05/30/pimmsno6/ |publisher=Summer Fruit Cup (blog) |access-date=20 June 2012 |date=30 May 2011}}</ref> commonly used for the [[Pimm's cup]] cocktail.

==Serving==
[[File:Pimms No 1 Cup - glass.jpg|thumb|Pimm's and lemonade with mint sprigs and fruit]]
Pimm's is dark brown with a reddish tint, and a subtle taste of [[spice]] and [[citrus]] fruit. As a summer [[long drink]], it is normally served as a [[Pimm's cup]] cocktail, a drink with "English-style" (clear and carbonated) [[lemonade]],<ref>{{cite book|title=Bunny and Coco Get Smashed|url=https://books.google.com/books?id=5XLrRYZrIycC&pg=PT13|publisher=Bunny Ultramod|isbn=978-1-4580-2466-4|page=13}}</ref> as well as various chopped garnishes, particularly [[apple]], [[cucumber]], [[orange (fruit)|orange]], [[lemon]], [[strawberry]] and [[Mentha|mint]] or [[borage]], though mint is more common.<ref>{{Cite web|url=https://www.goodhousekeeping.co.uk/food/recipes/a554099/how-to-make-the-perfect-jug-of-pimms/|title=How to make the perfect jug of Pimm's|last1=Ch|first1=Victoria|last2=ler|date=2019-03-11|website=Good Housekeeping|language=en-GB|access-date=2019-07-23}}</ref> [[Ginger ale]] is used as a common substitute for lemonade.

Pimm's can also be mixed with [[champagne]] (or other sparkling white wines), resulting in a drink known as a "Pimm's Royal Cup". Pimm's Winter Cup is generally mixed with warm apple juice. A "Glasgow Garden Party" is a drink made with Pimm's substituting lemonade with [[Irn Bru]] excluding any fruit garnish. A "Pimmlet" is a [[gimlet (cocktail)|gimlet]] with Pimm's No.1 substituted for gin. A Pimm's [[mojito]] substitutes lemon and lime soda with [[Muddler|muddled]] [[lime (fruit)|lime]]s and [[soda water]].<ref name="carolines">{{Cite web|url=https://www.carolinescooking.com/pimms-mojito-pimms-cocktail/|title=Pimm's mojito (an alternative Pimm's cocktail)|date=2 July 2018}}</ref>

==History==
Pimm, a farmer's son from [[Kent]], became the owner of an [[oyster bar]] in the [[City of London]], near the [[Bank of England]]. He offered the tonic (a gin-based drink containing a secret mixture of herbs and liqueurs) as an aid to digestion, serving it in a small [[tankard]] known as a "No. 1 Cup", hence its subsequent name.

In 1851, Pimm's No. 2 Cup and Pimm's No. 3 Cup were introduced. Pimm's began large-scale production in 1851 to keep up with sales to other bars. The [[distillery]] began selling it in 1859. 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.

Over the years, Pimm's extended their range, using other spirits as bases for new "cups". 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.

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 due to reduced demand in 1970, after new owners, [[The Distillers Company]],<ref name="VodkaPimms"/> took control of the brand. In 1986, The Distillers Company was purchased by [[Guinness]] PLC,<ref>[http://news.bbc.co.uk/1/hi/business/34910.stm Guinness directors showed 'contempt for truth'] BBC, 28 November 1997</ref> and Pimm's became part of Diageo when Guinness and [[Grand Metropolitan]] merged in 1997.<ref>{{cite news |url=http://findarticles.com/p/articles/mi_m0UQX/is_7_69/ai_n14895441 |title=Spirits soar at Diageo |publisher=Findarticles.com |access-date=6 July 2012 |year=2005}}</ref> In 2004, Pimm's introduced Pimm's Winter Cup, which consists of Pimm's No. 3 Cup (the [[brandy]]-based variant) infused with spices and orange peel.

The discontinued No. 6 Vodka Cup variety was reinstated in 2015<ref>{{cite web|last=Gwynn|first=Simon|date=2014-11-04|title=Diageo bringing back Pimm's No 6 Vodka Cup next year|url=https://www.thegrocer.co.uk/buying-and-supplying/diageo-bringing-back-pimms-no-6-vodka-cup-next-year/373228.article|access-date=2021-06-30|website=The Grocer|language=en}}</ref> following a successful campaign led by a group of enthusiastic Vodka Cup Pimm's drinkers.<ref>{{Cite web|date=2015-05-05|title=Mix it up: Why you should forget about tomorrow's election and give Pimms your vote instead|url=https://www.cityam.com/mix-it-why-you-should-forget-about-tomorrow-s-election-and-give-pimms-your-vote-instead/|access-date=2021-06-30|website=CityAM|language=en-GB}}</ref> Despite a promise from the parent company and Pimm's owner [[Diageo]] to keep No. 6 in production, it is no longer possible to buy Vodka Cup Pimm's.

==Popularity and distribution==
[[File:Anyone for Pimm's^ - geograph.org.uk - 1398484.jpg|thumb|A Pimm's stand set up at a music festival using a converted bus as a bar]]
Pimm's is most popular in England, particularly [[southern England]]. It is one of the two staple drinks at the [[The Championships, Wimbledon|Wimbledon tennis tournament]], the [[Chelsea Flower Show]], the [[Henley Royal Regatta]] and the [[Glyndebourne Festival Opera]]{{spaced ndash}} the other being champagne. The first Pimm's Bar opened at the Wimbledon tournament in 1971; every year, over 80,000 pints of Pimm's cocktail are sold to spectators.<ref name="creative">{{Cite web|url=https://www.creative-culinary.com/pimms-cup-cocktail-recipe/|title=Pimm's Cup Cocktail - Drink Like You're at Wimbledon!|date=12 July 2019}}</ref> Along with champagne, it has been declared one of two official drinks of Wimbledon, and it has also gained popularity among British universities.{{better source needed|reason=This source is a magazine which states nothing beyond 'it has gained popularity among British universities' - that's not enough verification. Maybe universities in the south of England?|date=November 2020}}<ref>{{Cite web|url=https://www.rachaelraymag.com/real-life/thirsty-thursday-whats-a-pimms-cocktail|title=Thirsty Thursday: What's a Pimm's Cocktail?|last=Katz|first=Lauren|website=Rachael Ray Every Day}}</ref> A Pimm's is also a standard cocktail at British and American [[polo]] matches.<ref>{{Cite book|url=https://books.google.com/books?id=5nQGAAAACAAJ&q=the+pimm's+book+of+polo|title=The Pimm's Book of Polo|last1=Lloyd|first1=John|last2=Roberts|first2=Michael|date=1989|publisher=Trafalgar Square Pub.|isbn=9780943955179|pages=11, 181, 190|language=en}}</ref>

The brand experienced a revival in the early 2000s following a 2003 advertising campaign, which featured a humorous classic upper-class "[[Hooray Henry]]" character called Harry Fitzgibbon-Sims<ref>{{cite web |title=Pimm's Enjoys Taste of Success |url=http://www.mediaweek.co.uk/news/login/838688/ |work=[[Mediaweek.co.uk|Mediaweek]] |access-date=20 June 2012 |last=Zabo |first=Agi |date=12 August 2008}}</ref> (portrayed by [[Alexander Armstrong (comedian)|Alexander Armstrong]]) with the catchphrase "It's Pimm's o'clock!",<ref>{{cite web |title=Pimms Bows to the Inevitable Summer Shower|url=https://www.telegraph.co.uk/news/uknews/4187073/Pimms-bows-to-the-inevitable-summer-shower.html|work=[[The Daily Telegraph]] |access-date=20 June 2012 |last=Leonard |first=Tom |date=30 April 2003}}</ref> somewhat mocking their own traditional advertising and appeal. Diageo's 2010 campaign<ref>{{cite web |title=Diageo Launches Heat-Activated Pimm's Campaign |url=http://www.harpers.co.uk/news/8869-diageo-launches-heat-activated-pimms-campaign.html |work=[[Harpers Wine & Spirit]] |access-date=20 June 2012 |last=Emmas |first=Carol |date=23 March 2010 |url-status=dead |archive-url=https://web.archive.org/web/20120326030839/http://www.harpers.co.uk/news/8869-diageo-launches-heat-activated-pimms-campaign.html |archive-date=26 March 2012}}</ref> featured 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 women in yellow, ice represented by a mature man), coming together to the theme tune of 1970s British television show ''[[The New Avengers (TV series)|The New Avengers]]''.

==Products==
[[File:Pimms-antique-bottles.jpg|thumb|Vintage bottles of Pimm's products]]
Seven Pimm's products have been produced throughout the brand's history, all [[fruit cup (cocktail)|fruit cups]] differing only in their alcoholic base.<ref>{{cite web |author=Staff |title=Pimm's |date=16 October 2002 |url=http://www.h2g2.com/approved_entry/A832385 |publisher=h2g2 |access-date=20 June 2012}}</ref> Only Nos. 1 and a 'Winter Cup' based on No. 3 remain in production. It was originally in {{frac|26|2|3}} imperial oz. [757-ml] bottles, then made in standard metric 26.4 imperial oz. [750-ml] bottles when it started being sold overseas in Europe, and now is in 700 ml and 1 litre bottles. The beverages were originally a standard 31.53% [[Alcohol by volume|ABV]], then curbed to 28.90% [[Alcohol by volume|ABV]] in the 1960s, and are now only 25% [[Alcohol by volume|ABV]].

* '''Pimm's No. 1 Cup''' [1840–present] is the most popular Pimm's cup. Based on [[gin]], its base as bottled is 25 per cent alcohol by volume. 
* '''Pimm's No. 2 Cup''' [1930s–1970] was based on [[Scotch whisky]], and was phased out by new brand owners [[Distillers Company|The Distillers Company]] in 1970.
* '''Pimm's No. 3 Cup''' [1930s–1970; 2004–present] is based on [[brandy]]; it was phased out in 1970, and relaunched in 2004, now infused with spices and orange peel and called ''Pimm's Winter Cup''.
* '''Pimm's No. 4 Cup''' [1935–1970] was based on [[rum|dark rum]].
* '''Pimm's No. 5 Cup''' [1930s?–1970] was based on [[rye whisky]]. It was originally designed as an alternative to Pimm's No. 2 for the Canadian market.<ref>{{cite web |author= Newman, Kara |title=The Lost Pimm's Cups |url=https://punchdrink.com/articles/the-lost-pimms-cup-cocktail-recipe/ |website=punchdrunk.com |date=5 March 2019 |access-date= 18 December 2020}}</ref> Its popularity there during the postwar period encouraged Pimm's to sell it in the British market and overseas to Europe and America as well.
* '''Pimm's No. 6 Cup''' [1964–1970; 2004–2021] was based on [[vodka]]. It was reintroduced in 2004 as ''Pimm's Vodka Cup'', temporarily discontinued in 2014, but brought back in 2015 after an outcry from Pimm's customers, only to be discontinued again in 2021.<ref>{{cite web |last=Leonard-Bedwell |first=Niamh |date=2021-07-13 |title=Diageo accused of 'breaking promise' not to delist Pimm's Vodka Cup |url=https://www.thegrocer.co.uk/alcohol/diageo-accused-of-breaking-promise-not-to-delist-pimms-vodka-cup/657919.article |access-date=2023-07-03 |website=The Grocer |language=en}}</ref>
* '''Pimm's No. 7 Cup''' [late 1960s? – 1970], based on [[tequila]]. It was designed for the American market, as tequila was not very popular in Britain and Europe at the time. It was made in such small numbers before it was discontinued that it is one of the rarest variants. Websites including Difford's Guide say the liqueur was introduced sometime after World War II,<ref>{{cite web | url=https://www.diffordsguide.com/beer-wine-spirits/category/177/fruit-cups | title=Fruit cups }}</ref><ref>{{cite web | url=https://www.craftginclub.co.uk/ginnedmagazine/what-is-pimms-and-what-is-the-perfect-pimms-recipe | title=Pimm's: Here's everything you need to know, including the PERFECT PImm's recipe! }}</ref><ref>{{cite book | url=https://books.google.com/books?id=SV5YryuX3_EC&dq=%22Pimm%27s%22+%22no.+7%22&pg=PA277 | isbn=9780955627606 | title=Cocktails: Over 2250 Cocktails | date=February 2008 | publisher=Diffordsguide }}</ref> while other sources claim No. 7 was never a real commercial product.<ref>{{cite web | url=https://www.cigaraficionado.com/article/pimms-cup-an-english-take-on-summer-18187 | title=Pimm's Cup—An English Take on Summer }}</ref><ref>{{cite web | url=https://www.thedrinksbusiness.com/2012/07/summer-by-numbers-whats-in-the-other-pimms-cups/ | title=Summer by numbers: What's in the other Pimm's cups? | date=9 July 2012 }}</ref>

The Pimm's No. 2 and No. 5 Cups were introduced as a mixer for whisky cocktails. The Pimm's No. 3 and No. 4 Cups were introduced as heated cold-weather or winter versions of the summertime Pimm's No. 1.

The '''Pimm's Winter Cup''' and '''Pimm's Vodka Cup''' were reintroduced in 2004. ''Pimm's Winter Cup'' is a seasonally available version of Pimm's No.3 infused with spices and orange peel. ''Pimm's Vodka Cup''<ref name="VodkaPimms"/> is a reintroduction of Pimm's No.6, but is made in limited quantities.

'''Pimm's ''Original No.1 Cup'' (frequently mixed with lemonade)''' (or "Pimm's & Lemonade") is a pre-mixed fortified lemonade with a Pimm's No. 1 base with a strength of 5.4% [[Alcohol by volume|ABV]]. It is available in 12-packs of 250 ml cans or 1 litre bottles. '''Pimm's Lemonade & Ginger Ale''' is a pre-mixed fortified lemonade with a Pimm's No. 1 base and flavoured with ginger-ale that has a strength of 4% [[Alcohol by volume|ABV]]. It is available in 4-packs (or cases of six 4-packs) of 330 ml bottles.

There are also special edition versions that are 20% [[Alcohol by volume|ABV]] and come in standard European 700 ml bottles. '''Pimm's Blackberry and Elderflower''' [made from 2013] is based on Pimms No. 6 with [[blackberry]] and [[elderflower]] flavouring. '''Pimm's Strawberry (with a hint of mint)''' [made from 2015] is based on Pimm's No. 1 with additional [[strawberry]] and [[Lamiaceae|mint]] flavouring.

==Imitators==
Some retailers have marketed "Pimm's style" drinks under other names. In the UK, these have included [[Aldi]]'s "Austin's", [[Lidl]]'s "Jeeves", and [[Sainsbury's]] "Pitchers".<ref>{{cite news |last1=Crowe |first1=Victoria |title=Why it might not always be worth paying for Pimm's |url=https://www.goodhousekeeping.com/uk/food/a561710/is-pimms-still-the-best-summer-cup/ |access-date=10 September 2020 |work=Good Housekeeping |date=2016}}</ref>

==See also==
{{portal|Drink|Liquor}}
* [[List of cocktails]]
* [[List of liqueur brands]]
{{clear}}

==References==
{{Reflist|30em}}

==External links==
{{commons category}}
* {{official|https://www.anyoneforpimms.com/}}
* [https://uk.thebar.com/spirits/speciality/pimms Pimm's] on thebar UK, owned by Diageo

{{Diageo plc}}
[[Category:Diageo brands]]
[[Category:English liqueurs]]
[[Category:English brands]]
[[Category:Mixed drinks]]
[[Category:1823 introductions]]
[[Category:1823 establishments in England]]