Diageo is launching a £4m advertising campaign backing Pimms, its biggest spend yet on the brand.
The campaign will push Pimms as an ideal barbecue drink. The TV and radio campaign will be based around a website at www.anyoneforpimms.com.
The brand will launch a book, Burnt Sausages and Perfect Pimms in June, with endorsement from Maureen Lipman and chef John Torode.
The brand is also planning to sell a one-litre premix bottle of the drink on the off-trade. There will also be an expansion of the draught variant that was trialled last year in 350 pubs.
The news came after the announcement that the Diageo Championship at Gleneagles has been rebranded and will now be known as the Johnnie Walker Championship.
Golfer Colin Montgomerie, the event’s chairman, said: "I’m really thrilled that the Johnnie Walker brand, one of Scotland’s most famous exports, will headline the Gleneagles tournament.
"I’m determined to ensure the tournament continues to grow to be one of the leading tournaments in Europe, particularly in preparation for when Scotland hosts the 2014 Ryder Cup matches."
