GREECE: Diageo kick-starts Pimm's European venture

By | 20 May 2013

Diageo will take Pimms to other European countries this year

Diageo will take Pimm's to other European countries this year

Diageo has launched Pimm's in Greece, the first European country to host the liqueur brand outside its home UK market.

Pimm's will be available in 3,000 on-trade venues in Greece, Diageo said today (20 May). The brand will roll-out to other western European markets later this year, the company added.

Friday's launch was supported by a flashmob in one of Athens' main squares and the arrival of the “Pimm’s O’Clock” double-decker British bus that had travelled from London for the event. The promotional bus will tour Greece for two months, Diageo said.

Last month, Diageo launched a Blackberry and Elderflower extension to the Pimm's range in the UK.

Expert analysis

Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review

Diageo plc (Diageo) is one of the world's leading companies in the beverage alcohol industry. The company carries out the production and distribution of spirits, beer and wine. The key brands of the company include Johnnie Walker, Smirnoff, Captain Morgan, Baileys Original Irish Cream, J&B, Tanqueray, Guinness, Crown Royal Canadian, Beaulieu Vineyard and Sterling Vineyards, and Bushmills Irish. Diageo also has distribution rights for the Jose Cuervo tequila brands in North America and various other markets.

Sectors: Spirits

Companies: Diageo, Pimm’s

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