Pimm’s remains top summer drink

Over a third of UK consumers have named Pimm’s as the beverage they are most likely to drink during the summer months, according to research conducted by Instantly.

The same study also found that over a quarter of respondents name the cider brand Kopparberg as their preferred summer drink. Surprisingly, Aperol Spritz was only selected by 6% of respondents, which is low given its seemingly growing popularity in the UK market.

Limited edition drinks also proved very popular amongst consumers with over three quarters of respondents saying that they like to try new or limited edition drinks in the summer. Both flavour and taste was the main reason behind this decision whilst the summer season itself proved to be a major factor for over half of respondents.

Large alcoholic drink manufacturers such as Diego, C&C Group and Heineken will also be happy to hear that almost half of consumers choose new drinks based on whether they are created by brands they know.

Ben Leet, UK MD of Instantly, explains, “Pimm’s may have unsurprisingly maintained its long standing position as the leading summer drink, but it still reveals some interesting results.

“Brand loyalty for one, is an important factor and this is supported by our findings and goes some way to explaining why there are such a small amount of brand leaders in this competitive market.”