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.