Diageo Great Britain has unveiled plans to launch Pimm's Winter No.3 in the UK on- and off-trade. The release of the brandy-based fruit cup will be supported by a GBP2m marketing campaign.

The drink was initially trialled last year in 160 multiple grocers in the eight weeks prior to Christmas.

The marketing campaign will see a winter evolution of the 'Harry' TV campaign created for Pimm's No.1, and will include sampling activity based around winter weddings, with complimentary use of Pimm's Winter branded tents being made available for selected events.

In a statement today (12 October), Candice Burton, senior brand manager for Pimm's, said: "Pimm's Winter brings innovation to the speciality drinks category. The product and its warm serve offer consumers something new and surprising to enjoy over the winter months. We're confident that the initial test results and solid marketing campaign focused on driving trial and awareness will help Pimm's Winter perform very well in both the UK on- and off-trade over winter."

Pimm's Winter will be priced in line with Pimm's No.1.