Rollout begins for Pimm's on tap

The Pimm's draught "Keggy", which was trialled in 47 outlets in 2008, ensures a perfect serve of one part Pimm's to three parts lemonade is served each time, says brand owner Diageo. Licensees then just add the fruit and ice.

The drive will be promoted with point of sale (POS) material with the strapline: 'A perfectly proper jug of Pimm's.' Diageo has also set up a Pimm's hotline for the first time for licensees wishing to buy point of sale material, including stacking jugs, glass stirrers, trays, bunting, banners, parasols and gazebos.

"In outlets where the Keggy was trialled last year sales of Pimm's more than doubled," said brand manager Lizzie Penny.

Diageo is also investing in a campaign to drive sales across the spirit category this summer. It will distribute 1,000 kits through wholesale cash & carries and is developing bespoke promotional plans for hosts based on research from last summer.

The theme of the kits which include POS, pitchers and ice buckets, will be 'summer festivals'. Sales representatives will also be encouraging licensees to create a schedule of events and to promote spirit and mixer drinks throughout the May to December period.

"The research we commissioned last summer has really helped us gain some valuable insight," said category marketing manager Russell Jones.

"We feel that the best way to put these in practice is for our sales representatives to work closely with licensees and create tailored plans for their outlet to help them offer a sustained summer programme, and drive footfall through the whole season."