Diageo has launched a limited-edition design on bottles of Pimm’s No.1 to celebrate The Queen’s Platinum Jubilee.

The limited-edition bottle is available now to convenience and wholesale until August this year and will temporarily replace the brand’s standard design.

It comes as Pimm’s is worth £28m in the off-trade, with the supplier anticipating a summer sales boost thanks to the Jubilee and no restrictions on summer events such as the Wimbledon tennis tournament and Ascot horse racing.

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Kate Veale, category director at Pimm’s GB, said: “Pimm’s is an iconic British brand that has become synonymous with the great British summer. With The Queen’s Platinum Jubilee taking place in June, along with Ascot and Wimbledon, we’re looking forward to seeing people celebrating with a glass of Pimm’s at these events and all summer long.

“The limited-edition design is perfect for those looking for something special during the extra-long Platinum Jubilee weekend, whether they are hosting at home or having get-togethers within their local community.”

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