Pimm’s May Be Up for Grabs as Diageo Explores Sale of Classic Gin Liqueur Brand

Popular British gin liqueur Pimm’s may be up for grabs, as owner Diageo reportedly considers selling it alongside two other non-core brands. (Photo: Diageo)

Global Spirits Giant Diageo is reportedly contemplating selling three brands, including the iconic English beverage brand Pimm’s, Sky News reported on Thursday. Sources indicated that Rothschild bankers have been enlisted to explore the potential sale of Pimm’s, originally acquired by Diageo in 1997 through the merger of Grand Metropolitan and Guinness plc.

According to Sky News, divestiture discussions, which are still in their developing stages, also include Safari, a fruity liqueur, and Pampero Rum. It remains uncertain whether Diageo is open to individual brand sales or prefers a bundled offering of all three. The report added that an insider indicated the ongoing process may not necessarily lead to the British-based company divesting the Pimm’s business.

Despite Diageo withholding brand-specific sales figures, industry insiders still expect interest from both beverage companies and financial investors in the potential sale of Pimm’s.

Amid Diageo’s expansive portfolio, comprising renowned labels like Johnnie Walker, Smirnoff, Baileys Irish Cream and Tanqueray Gin, this move aligns with the company’s strategy to optimize its lineup, which currently boasts around 200 products.

Pimm’s, traced back to its inception in London in 1840 by James Pimm, is celebrated for its No. 1 Cup, an herbal gin-based liqueur purportedly crafted as a digestive aid for oyster consumption at Pimm’s London Oyster bar. The exact recipe is a secret, and only six people are said to know how it is made.

The classic Pimm’s Cup cocktail recipe combines Pimm’s No. 1 with sparkling lemon soda, slices of orange and lemon, mint leaves and cucumber. This iconic drink is a favorite at major British events such as the Royal Ascot horserace, the Chelsea Flower Show, the Henley Royal Regatta and the Glyndebourne Festival Opera.

Since its introduction at Wimbledon in 1971, the Pimm’s Cup has become a quintessential summer cocktail at the All England Lawn Tennis and Croquet Club. Notably, over 276,000 glasses of Pimm’s were consumed during the Wimbledon tournament in 2019.

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